Mustard & Miel
Mustard & Miel entered the market with a bold mission and a pop-up storefront. In its first season, the brand surpassed sales projections tenfold and built a loyal customer base—proving that story-rich strategy and grounded execution can turn a quiet launch into a community-backed success.
Inside the Mustard & Miel pop-up shop with colorful hand-knit hats pinned to twine above French presses, tea tins, and hand-sewn cozies.
Motivation
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.
Approach
We began by aligning the brand’s values—grit, care, and ecological purpose—with its digital presence and go-to-market strategy. I 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.
Outcomes
10x Sales Target Surpassed: The brand beat its revenue goal by 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.
Leadership & Impact
This was more than a launch—it was a signal. 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.
Exterior of the Mustard & Miel storefront with a festive holiday window display of gift boxes, beeswax candles, and birch logs.
Deluxe gift box with Mustard & Miel honey, Phoenicia Diner pancake mix, local maple syrup, and Bluestone coffee presented in a wooden gift box.
Holiday window display from inside the Mustard & Miel store with beehives, baskets, and garlands framing the downtown Catskill view.
Curated holiday gift box featuring Mustard & Miel honey and body wash, Harney & Sons tea, and Mustard & Miel’s skep-shaped candle nestled in straw.
Mustard & Miel's beeswax candle shaped like a skep beehive, lit, on a rustic wooden table, beside a brass candlestick holder.
