From brand name to launch, creating a new wellness brand for women

The wellness sector is booming and saturated. In the UK alone, the market is worth billions, with hundreds of established supplements and health drink brands already competing for attention.

These brands range from mass-market giants with deep marketing budgets to niche direct-to-consumer players with cult followings. To succeed, 222 Collective had to stand out not just on product efficacy, but on brand identity, storytelling, and customer experience.

For Casey, credibility was key. As a public figure, she needed a brand that would resonate with her existing audience, attract new customers, and position her as a trusted voice in the wellness space. That meant a launch strategy that was visually striking, emotionally engaging, and commercially sharp.

Fireworx took 222 Collective from concept to launch-ready brand, delivering every customer touchpoint.

Name creation
We developed 222 Collective, a name rooted in the ideas of balance, alignment, and calm. The number “222” carries connotations of harmony and trust, making it instantly memorable and aligned with the brand’s wellness positioning.

Brand identity design
Fireworx designed a visual identity that balanced scientific credibility with approachability. Soft, natural tones and clean typography paired with curated photography and custom pencil illustrations reflected the unique ingredients. This identity was flexible enough to work across packaging, digital, and social channels.

Videography
From planning, filming, art direction and storyboarding, we produced brand videos, from founder story content to lifestyle-led product showcases, ensuring 222 Collective had assets that would work across social, paid campaigns, and the website.

Marketing collateral
Packaging combined a premium aesthetic with transparency on ingredients and benefits. Alongside this, we delivered brand guidelines, stationery, sales decks, and point-of-sale materials to keep all communications consistent.

Social media strategy
222 had a launch strategy to build community from day one. This focused on education, customer storytelling, and wellness tips; influencer outreach to drive early visibility; and a brand tone of voice that felt empowering, relatable, and expert-led. To maximise the launch, 222 ran targeted paid campaigns across Instagram and Facebook, focusing on driving awareness, click-throughs, and early subscription sign-ups. Campaigns used both static and video assets, tailored to different audience segments.

Custom Shopify website build
Our in-house team designed and developed a fully custom Shopify store that blended e-commerce with lifestyle storytelling. We built interactive product pages to showcase benefits and ingredients, optimised the site for mobile-first performance, and integrated subscription functionality for the ‘Subscribe & save’ offer.

Every element was designed to deliver a consistent, premium brand experience, whether the customer first discovered 222 Collective on social media, through packaging in their hands, or on the website.

The launch achieved strong traction from the outset.

Customers reported improved sleep, calmer moods, reduced bloating, and fewer cramps — with many describing the product as “magic powder” and “life-changing.”

The “Subscribe & Save” option quickly built a base of repeat customers, while paid social campaigns drove measurable spikes in traffic and conversions.

Organic engagement grew across social channels, fuelled by consistent content, founder-led storytelling, and high-quality video assets.

222 Collective launched as a credible, premium wellness brand with an audience-ready product, clear positioning, and the digital infrastructure to scale.