The challenge
01The Cryo Suit is a patented invention solving a real problem - the mess, setup, and inconsistency of ice baths - but a genuinely new product has a hard job online: nobody is searching for it yet. The site had to explain what it is, why it works, and why it's different, all before a single unit ships.
It also had to do that credibly. Recovery products live in a space full of overclaiming, so the brand needed evidence-first design that earns trust instead of demanding it.
The approach
02A story-driven landing page built around the product's honest advantages: the simplicity of the design, lab temperature testing, and the patent. Evidence is presented visually - thermal comparisons, testing data, and a straight side-by-side against the ice bath routine it replaces.
Because the store launches after the manufacturing run, the pre-launch site is built to capture demand: segmented email signup identifies who's interested and why, so launch day starts with an audience instead of zero.
Key features
03Lab testing and thermal proof presented visually, with product claims kept accurate and grounded.
Signup flow that learns who's interested and why - powering targeted launch campaigns via Brevo.
Supabase and Stripe architecture ready for the full store: products, checkout, orders, and fulfillment.
Structured for search from day one, so the brand ranks as the category it's creating takes shape.
The result
04A live brand site that makes an unfamiliar product make sense in one visit - and a launch list growing before the first unit ships. The full online store is next, built on the foundation already in place.
Beyond the build, this is an ongoing partnership: strategy, positioning, and the road to launch, handled directly with the founder.