A private-label line's website, from requirements to launch

The situation

The distributor set out to sell products under its own label: to earn better margins than national brands, to give dental practices a name they would recognize and come back to, to offer something other distributors could not carry, and to fill gaps in its catalog.

Nothing written yet said what the line's website had to do. Merchandising, marketing and suppliers each held a piece, and no one owned how a buyer would find the line, see why to choose it over a national brand they already trusted, and get to where they could order it.

What Sandbucket did

First, the requirements: what the site had to do for buyers and for the teams behind the line, and how it fits the other channels the line is sold through. Then the site's structure and the buying experience, page by page. Then a design system and style guide that set how the line's logo, colors and imagery are used on the site, so every page, and every product added later, follows the same rules. The website was built from that system.

Against the four tests

• Ready to compete. The site leads with why to choose the line over a national brand a practice already trusts.
• Ready to sell. A buyer finds the line's products and gets to where they can order them.
• Ready to run. Not this project's part.
• Ready to scale. New products and pages follow the design system's rules, without being redesigned.

What shipped

The line and its website launched.

Not shown: the line's name and mark, which are the client's; its packaging; unreleased work; results.

See the Build offers