Lifelines

Launching not just a brand, but a new category

After spending 30 years delighting children with the world’s number one wooden toy company, Melissa Bernstein created Lifelines—a collection of stress relief tools— to help individuals recenter through their senses. To succeed at launch, we needed people to instantly understand and trust a completely new wellness category.

Stress relief at every brand touch point

We realized quickly that people don’t want to learn about nerve pathways or sensory receptors—they just wanted to feel better. We embraced a show-not-tell approach by creating rejuvenating and soothing sensory immersion experiences throughout all content, web, and retail experiences.

A fresh alternative to a sea of wellness fads

In social and web, we made it clear that you don’t need Lifelines products to practice sensory immersion. You can just touch a soft blanket, bite into a lemon, or smell fresh mint. But having a grounding stone or portable diffuser could make it easier to lower stress in seconds. This honesty, coupled with credible science, built trust with consumers who were wary of wellness trends and powered an incredibly successful launch at Barnes and Noble college, Target, and more.