case study

Farmers Toolbelt

Launching a new ecommerce brand from concept to growth.

Work With Me
Work With Me

At A Glance

Industry

Agriculture/Ecommerce

Scope

Brand Launch + Growth Support

Timeline

6 months + ongoing

Markets

New Zealand

The Brand

Farmers Toolbelt is a New Zealand startup creating practical farming solutions designed to make farmers’ lives easier and support happier, healthier animals.

Its first product range launched with two purpose-built toolbelts for dairy farming environments, with additional tools and products planned for future release.

The Challenge

The founder had a strong product idea but needed support turning it into a launch-ready business with the right systems, digital presence and growth strategy in place.

This included:

  • Creating a credible brand identity

  • Building an ecommerce website

  • Setting up fulfilment and shipping systems

  • Producing product imagery

  • Launching social channels

  • Establishing paid acquisition campaigns

  • Ongoing strategic support post-launch

My Role

I partnered with the founder across launch, operations and growth.

Brand & Positioning

  • Brand strategy

  • Logo design direction

  • Colour palette and typography

  • Brand guideline development

Ecommerce Launch

  • Shopify website design and build

  • Product setup and merchandising

  • Payment gateway integration

  • Shipping platform setup

  • Plugin and app configuration

Content & Marketing

  • Product photography creation

  • Social media channel setup

  • Monthly social content management

  • Meta campaign creation

ongoing growth support

  • Meta ads optimisation

  • Performance reporting

  • Shopify updates

  • Campaign planning

  • Strategic digital advisory

Results

From brand foundations through to ecommerce launch and digital growth, the goal was to create a strong online presence that could support a growing product business.

Within the first months following launch, the business achieved:

Successful ecommerce launch
Built and launched a complete Shopify experience designed around a niche farming audience and their purchasing journey.

Strong early customer response
Generated initial sales momentum through targeted Meta campaigns and an optimised customer journey.

Paid media foundation established
Created and managed the Meta advertising setup, creative testing approach and optimisation process to support ongoing growth.

A repeatable digital growth engine
Established the foundations across website, content, advertising and analytics needed for future growth.

Early performance highlights

First 60 days after launch

  • $17k revenue attributed to paid campaigns

  • 10x return on advertising spend

  • 60+ purchases generated through campaigns

  • 2,900+ website sessions driven through paid traffic

Early campaign performance following launch. Ongoing optimisation and seasonal performance continue as the brand grows.

Selected Visuals

Continued Support

Following launch, the partnership moved into an ongoing monthly retainer.

I now continue to support Farmers Toolbelt across:

  • Paid ads management

  • Shopify updates and optimisation

  • Social content coordination

  • Reporting and insights

  • Strategic growth planning

  • Day-to-day digital support

This gives the founder confidence that growth channels are being proactively managed while she focuses on building the wider business.

“Working with Mel has been invaluable. She has brought calm, clarity and results to areas of the business I didn’t understand.”

— Co-founder Jessie Chan

Building something of your own?

If you need support launching, organising or growing your business, I’d love to hear what you’re working on.

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