contact

client case study

CASE STUDY: NuAngel

CHALLENGES:
After acquiring NuAngel, their in house team quickly identified several challenges:
  • Outdated Branding – The logo, packaging, website, photography, and social media all needed a refresh
  • No Cohesive Media Presence – Branding elements were inconsistent across retail platforms & across social media
  • Existing Packaging & Inventory – They needed to use old materials while transitioning to a modern look

NuAngel had great products, but they weren’t positioned to compete with today’s top baby brands.


A brand in need of a modern touch

NuAngel, Inc. is a U.S.-based manufacturer of hypoallergenic, eco-friendly products for nursing mothers and infants. Originally founded in 1990 by a lactation specialist, the company was acquired in 2022 by Christina Wootten and Sadie Wootten, two mothers and sister-in-laws with a shared passion for supporting parents.

Their goal? To refresh NuAngel’s branding, reach modern moms, and expand into big-box retailers like Target, Amazon, and Walmart.


reach modern moms & expand into
major retailers

When two passionate moms took over NuAngel, Inc., they had a vision: to honor the company's legacy while modernizing it for today’s market. With outdated branding, scattered media presence, and an existing inventory of materials to work through, they needed a strategic plan to elevate NuAngel’s brand and position it for success in major retail spaces.

This is how we helped NuAngel create a cohesive brand identity, update their packaging and messaging, and increase their visibility across multiple platforms—leading to Amazon Prime designation and acceptance into major retailers.

  • Competitor Analysis: Identified what leading baby brands were doing right
  • Retail and Wholesale Research: Ensured NuAngel met industry standards for packaging, branding, and messaging
  • On-Site Strategy: Visited the warehouse and collaborated with vendor partners to refine packaging and product presentation.

Industry Research and Collaboration

  • Social Media: A cohesive content plan for Instagram, Facebook (for moms), and LinkedIn (for B2B retailers)
  • Amazon Optimization: Working with consultants to refine NuAngel’s Amazon presence and secure Amazon Prime designation for key products
  • Retail Readiness: Creating professional brand and product pages for Walmart, Amazon, and boutique platforms like Faire and Brixy

Retail and Digital Marketing Strategy

To create a consistent voice across platforms, we rewrote:
  • Packaging copy
  • Product descriptions tailored for Amazon, Walmart, and boutiques
  • Social media content for Instagram, Facebook, & LinkedIn

Content and Messaging

Using NuAngel’s modernized brand colors, typography, and visual elements, a major focus was packaging design, ensuring it appealed to today’s moms while working within retail guidelines.

Branding and Packaging Refresh

To help NuAngel evolve while staying true to its roots, we developed a comprehensive branding and marketing strategy that included:

The Strategy

Brand Identity & Graphic Design:
  • Designed new packaging and branding materials for existing & new products
  • Development of new products
  • Collaborated with major retailers to white label products
Copywriting & Content Creation:
  • Defined and developed a strong brand voice
  • Crafted compelling product copy for packaging & product descriptions
  • Developed a universal product description database for seamless retail integration
  • Created engaging social media across multiple platforms to create customer awareness and legitimacy for the brand
Photography:
  • Professional headshots of the team
  • Lifestyle photography that incorporated the product and users of the products
  • Behind-the-scenes and process-focused imagery
  • Curated image library for website and social media
Content for Major Retailers & Boutiques:
  • Walmart.com brand page content
  • Amazon brand page content & A+ content for product pages
  • Brixy brand page content for small boutique retailers






What we created

This is exactly what we want!
Inquire here

With an updated brand, strong retailer relationships, and a clear marketing strategy, NuAngel is positioned for continued growth. As they expand their product line and reach more major retailers, their refreshed identity will serve as a foundation for success.

Key Achievements:
  • A cohesive brand presence across all platforms—retail, digital, and social media
  • Amazon Prime designation, increasing trust and sales
  • Products in major retail stores & online: Walmart, Buybuy Baby, Amazon
  • Improved visibility and acceptance into major retailers
  • Stronger brand credibility, making NuAngel more appealing to both consumers and wholesale buyers

Results & Impact