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Case · Launch — 0 → 1

Nattan

Brand, online shop, SAP integration, content and campaigns for a new wellbeing brand.

The Nattan shop on a computer and on a phone: ‘Bienestar funcional basado en naturaleza y ciencia’ (‘Functional wellbeing based on nature and science’), with the Boost & Burn plan in the sun.

Turning an infusion into a habit.

Pompadour has been making infusions for more than a century. It knows about leaves, about blends and about what happens when the water is too hot.

Nattan is its youngest daughter: a wellbeing brand that combines infusions and supplements in plans delivered to your door every month. Nature and science, in a simple routine.

We were there before it existed. From the first conversation about what it wanted to be to the day the first order came in.

The promise

Before designing anything, we had to decide what it promised. We wrote the brand story, the pitch to tell it and, later, the guidelines that keep it in order. Everything else followed.

A sheet from Nattan’s brand guidelines: the logo, ‘Unlock Nature’, ‘El Nuevo Bienestar = salud + vida − culpa’ (‘The New Wellbeing = health + life − guilt’), the tone of voice and the packaging colours of the seven plans, from Purifying Detox to De-stress Body & Mind.

The shop

A wellbeing shop can’t be stressful.

nattan.life has clear product pages, one-tap checkout and a quiz that recommends a plan if you don’t know where to start. And it has subscriptions, because a ritual you have to remember to buy stops being a ritual.

The Deep Sleep plan’s product page on a computer, with the subscription: every month, four boxes of infusions and a jar of capsules, free delivery and ‘Cancela cuando quieras’ (‘Cancel any time’). Next to it, the same page on a phone.
  • The home page of the Nattan shop on a computer: ‘Bienestar funcional basado en naturaleza y ciencia’ (‘Functional wellbeing based on nature and science’), with the Boost & Burn plan.
  • The same home page on a phone, with ‘Nuestros planes’ (‘Our plans’) and ‘Descúbrenos’ (‘Discover us’).
  • ‘Una solución para cada objetivo’ (‘A solution for every goal’): the Radiant Skin, Boost & Burn and Energise & Focus plans, each in its own colour.
  • The plans on a phone, starting with the Better Digestion plan and its green boxes.
  • The seven plans in the shop, from Better Digestion to De-stress Body & Mind, which is still to come.
  • The Deep Sleep plan’s product page on a phone: the box of infusions and the jar of capsules, in purple.
  • The Discovery Pack: Nattan’s eight infusions in a box, one of each colour.
  • The subscription on a phone: every month, four boxes of infusions and a jar of capsules, with free delivery and ‘Cancela cuando quieras’ (‘Cancel any time’).
  • The quiz on a computer: ‘¿Cuáles de estos problemas de salud te afecta más a menudo?’ (‘Which of these health problems affects you most often?’), with its answers.
  • ‘Una rutina fácil de seguir’ (‘An easy routine to follow’) on a phone: two infusions and one capsule a day, step by step.
  • The ingredients of the Deep Sleep plan, from passionflower to lemon balm, next to a passionflower bloom.
  • ‘Una solución para cada objetivo’ (‘A solution for every goal’) on a phone, with the Radiant Skin plan.

The back room

The hard part of an infusion isn’t making it. It’s invoicing it.

Every order travels from Shopify to the parent company’s SAP through an API we built ourselves. On the way, it works out net prices, discounts, one VAT rate for the infusion, another for the capsule and a decision for the plan that includes both. On the website, nobody notices. In accounts, they’re grateful.

How Nattan fits togetherThe articles that answer people’s questions and the campaigns bring customers in. The quiz recommends them a plan, which they buy in the shop, and then they get emails based on their plan. Every order from the shop, including each month’s subscription orders, goes through an API we built ourselves: on the way it works out the net price, the discounts and the VAT for the infusion, the capsule and the plan that includes both, and it reaches the parent company’s SAP, where it is invoiced.Articlespeople’s questionsCampaignsa new stageCustomersThe quizrecommends a planEmailsbased on their planThe shopclear pages, one-tap checkoutand subscriptionsThe APIan API we built ourselvesOn the wayNet pricefor each lineDiscountson the orderVATinfusion, capsule and planSAPparent company: invoices and accounts

Hover over a part, or tab to it, to see what it does.

The conversation

A habit needs looking after.

After the quiz, everyone gets emails based on their plan: how to take it, what to expect, when the next one arrives. Just enough to keep you company, never enough to nag.

  • The quiz on a phone: ‘Déjanos que te conozcamos un poco mejor’ (‘Let us get to know you a little better’), with first name, surnames, gender and email, all blank.
  • The first question of the quiz on a phone: ‘¿Cuáles de estos problemas de salud te afecta más a menudo?’ (‘Which of these health problems affects you most often?’), with its answers.
  • The last question of the quiz on a phone: ‘¿Qué aspecto de tu salud te gustaría mejorar primero?’ (‘Which aspect of your health would you like to improve first?’), with its answers.

The questions

People don’t search for ‘functional supplement’. They search for ‘lime blossom or camomile’.

So we wrote for those questions, one by one. If you’ve ever wavered between the two and asked Google, there’s a chance the answer came from us. Sometimes even Google’s AI cites us as a source.

The Nattan blog on a computer and, in front of it, the article ‘Tila o Manzanilla: ¿Cuál es la mejor opción para relajarse y dormir mejor?’ (‘Lime blossom or camomile: which is better for relaxing and sleeping better?’), with a cup of camomile.

Off screen

Wellbeing is something you can touch, too. We set up the till for selling at their events, the forms for journalists, the Christmas gift cards and the Amazon listings. And now, campaigns. The latest is for women starting a new stage in life.

The campaign page on a computer: ‘Tu cuerpo está cambiando. Tú decides cómo vivirlo.’ (‘Your body is changing. You decide how to live it.’) And on a phone, ‘Acompáñate, según lo que necesites’ (‘Look after yourself, according to what you need’), with the Boost & Burn plan.

Nattan is a young brand with a mother who’s been at this for a century. We make sure they understand each other: tradition in the cup, technology in everything else.

Every week we sit down with their team. Like any ritual, it works because it’s repeated.

Nattan’s website · nattan.life (opens in a new tab)

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