Case Study · Health & Supplements
zellrebell combines a rebrand with sharper positioning
zellrebell, formerly zelluniQ, sells micronutrients for skin and gut through its own Shopware shop, founded and run by the owner herself. Midway through our work together, a new brand name and a new domain came up. We used that moment to tackle positioning and visibility at the same time.
I'll show you where your shop loses buyers.
Clear claims, a clean move
Supplements are a market where good communication makes the difference. Claims are regulated, competition is fierce, and customers want to understand what they are taking. They compare a lot and read closely. So if you sell micronutrients for the skin, you win people over with wording that is persuasive and also permitted. That is detailed work, and it pays off.
At the same time, the switch from zelluniQ to zellrebell was due, along with a new domain. A move like that touches every ongoing optimisation. Search visibility is tied to the old address, and so are tracking and product feeds. With good planning, all three move over cleanly. And a new name is an ideal reason to sharpen your own claims once more.
Claims first, then the move
On the content side we started with positioning. Which claims hold up with no health claims at all? Every phrase should persuade and be permitted, and that precision is what makes the communication strong. The work on the category structure builds on this, so customers quickly find the product for their concern. A structure that sorts products by concern does a good part of the explaining on its own.
The Facebook ad account and page were part of the work, so ads and shop speak the same language. We tackled SEO and the product feed together with a partner. We supported the domain change closely. Tracking and feeds moved over so that visibility and measurement came through well, and optimisation picked up in the same place afterwards. Our aim was measurement that stays comparable before and after the switch.
Plan a rebrand like a project
For many founders a new name feels like a fresh start. For the shop it is also a move with many dependencies. In our view, any change of brand or domain should plan for tracking and search visibility just as carefully as the new logo. In regulated industries it pays to rethink positioning at the same time. A change is the perfect moment to find claims that work without health claims and to relaunch with a fresh voice.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.