Mustard & Miel
The brisk December wind howled through the icy streets of Catskill, New York, swirling fallen leaves around the quaint storefronts that line the main square. Among them, a new shop stood out, its windows aglow with warm, inviting light that spilled onto the sidewalk. ‘MUSTARD & MIEL,’ read the spare and elegant gold sign suspended behind glass, a beacon of warmth in the encroaching winter chill.
Exterior of the Mustard & miel storefront with a festive holiday window display of gift boxes, beeswax candles, and birch logs. Photo courtesy of Mustard & miel.
Website and Product Launch
In 2023, Mustard & miel was a newly established business specializing in local, organic honey-based healing and excited to take on the 2023 holiday season. We worked together to launch their first product and online store on Shopify to complement their pop-up storefront located in downtown Catskill, NY.
Approach
In winter 2023, Mustard & miel set out to do more than sell honey. Rooted in the rhythms of Catskill life and inspired by bee ecology and land stewardship, the brand needed to break into a crowded retail space with clarity and character. The immediate goal? Break even over the holiday season and create a meaningful first impression — online and in-person.
We began by aligning the brand’s values — grit, care, and ecological purpose — with its digital presence and go-to-market strategy. TLC led the creation of a warm, editorially-driven Shopify site to complement the downtown Catskill storefront, anchored around two curated holiday gift boxes. The brand voice blended reverence for nature with seasonal cheer, while the design aesthetic invited customers to linger, learn, and buy. We also developed product positioning, pricing, and launch collateral to support consistent storytelling across channels.
Results
10x Sales Target Surpassed: The brand beat its revenue goal tenfold during its first season.
18.75% Returning Customer Rate: A high early loyalty rate indicated strong brand resonance and retention potential.
Robust Brand Identity Established: A clear voice, visual system, and mission-driven message differentiated Mustard & miel in a saturated space.
By pairing clarity of purpose with practical design and a strong narrative foundation, Mustard & miel moved from concept to traction in under a season. The result? A memorable debut and a strong path forward.
