Star Baths
A grounded identity and Webflow site for a maker brand selling something made to order, in a category full of wellness clichés to sidestep.
Client
Star Baths
https://www.starbaths.co.nz/Date
2025 - 2026
Role and Outputs
Brand strategy, brand identity, Webflow site, art direction, social assets
THE BRIEF
Star Baths makes handcrafted outdoor baths in Raglan. Fresh water, NZ wool insulation, no chemicals, no complicated systems. A product that sits clearly apart from spa pools and hot tubs, made by people who care about the craft. The brand around it needed to match that.
The work needed to speak to two quite different audiences: homeowners creating a private retreat at the bottom of the garden, and boutique accommodation operators offering something guests would genuinely remember. Both are considered buyers. Both are spending real money on something made to order. The brand had to earn their trust before it earned their enquiry.
THE APPROACH
Strategy came first. Positioning, audience thinking, and what the brand needed to say, all worked out before any visual decisions were made. That mattered because this category is full of clichés to avoid: the breathy wellness aesthetic, the spa-day language, the soft-focus lifestyle photography that never shows the actual product. The identity needed to feel grounded and natural without leaning into any of that.
The website built on the same foundation. Clear messaging hierarchy, a flow designed for buyers who take their time and want to understand what they're getting, and copy that addressed both audiences without muddying the brand voice.
WHERE IT LANDED
Since launching, the brand has done what it was set up to do. A feature segment on Seven Sharp and coverage in the NZ Herald put Star Baths in front of a national audience early on. Baths have been selling steadily to both homeowners and accommodation partners. And the social channels have grown into a proper sales tool, with people arriving already understanding the brand and ready to enquire.
Star Baths
A grounded identity and Webflow site for a maker brand selling something made to order, in a category full of wellness clichés to sidestep.
Video created by Sarah Gudsell
Client
Star Baths
Date
2025 - 2026
Role
Brand strategy, brand identity, Webflow site, art direction, social assets
THE BRIEF
Star Baths makes handcrafted outdoor baths in Raglan. Fresh water, NZ wool insulation, no chemicals, no complicated systems. A product that sits clearly apart from spa pools and hot tubs, made by people who care about the craft. The brand around it needed to match that.
The work needed to speak to two quite different audiences: homeowners creating a private retreat at the bottom of the garden, and boutique accommodation operators offering something guests would genuinely remember. Both are considered buyers. Both are spending real money on something made to order. The brand had to earn their trust before it earned their enquiry.
THE APPROACH
Strategy came first. Positioning, audience thinking, and what the brand needed to say, all worked out before any visual decisions were made. That mattered because this category is full of clichés to avoid: the breathy wellness aesthetic, the spa-day language, the soft-focus lifestyle photography that never shows the actual product. The identity needed to feel grounded and natural without leaning into any of that.
The website built on the same foundation. Clear messaging hierarchy, a flow designed for buyers who take their time and want to understand what they're getting, and copy that addressed both audiences without muddying the brand voice.
WHERE IT LANDED
Since launching, the brand has done what it was set up to do. A feature segment on Seven Sharp and coverage in the NZ Herald put Star Baths in front of a national audience early on. Baths have been selling steadily to both homeowners and accommodation partners. And the social channels have grown into a proper sales tool, with people arriving already understanding the brand and ready to enquire.
Disinterested non-voter
Principled non-voter
Engaged non-voter
Inconvenienced non-voter
Star Baths
A grounded identity and Webflow site for a maker brand selling something made to order, in a category full of wellness clichés to sidestep.
Client
Star Baths
Date
2025 - 2026
Role
Brand strategy, brand identity, Webflow site, art direction, social assets
THE BRIEF
Star Baths makes handcrafted outdoor baths in Raglan. Fresh water, NZ wool insulation, no chemicals, no complicated systems. A product that sits clearly apart from spa pools and hot tubs, made by people who care about the craft. The brand around it needed to match that.
The work needed to speak to two quite different audiences: homeowners creating a private retreat at the bottom of the garden, and boutique accommodation operators offering something guests would genuinely remember. Both are considered buyers. Both are spending real money on something made to order. The brand had to earn their trust before it earned their enquiry.
THE APPROACH
Strategy came first. Positioning, audience thinking, and what the brand needed to say, all worked out before any visual decisions were made. That mattered because this category is full of clichés to avoid: the breathy wellness aesthetic, the spa-day language, the soft-focus lifestyle photography that never shows the actual product. The identity needed to feel grounded and natural without leaning into any of that.
The website built on the same foundation. Clear messaging hierarchy, a flow designed for buyers who take their time and want to understand what they're getting, and copy that addressed both audiences without muddying the brand voice.
WHERE IT LANDED
Since launching, the brand has done what it was set up to do. A feature segment on Seven Sharp and coverage in the NZ Herald put Star Baths in front of a national audience early on. Baths have been selling steadily to both homeowners and accommodation partners. And the social channels have grown into a proper sales tool, with people arriving already understanding the brand and ready to enquire.
Star Baths
A grounded identity and Webflow site for a maker brand selling something made to order, in a category full of wellness clichés to sidestep.
Client
Star Baths
Date
2025 - 2026
Role & Outputs
Brand strategy, brand identity, Webflow site, art direction, social assets
THE BRIEF
Star Baths makes handcrafted outdoor baths in Raglan. Fresh water, NZ wool insulation, no chemicals, no complicated systems. A product that sits clearly apart from spa pools and hot tubs, made by people who care about the craft. The brand around it needed to match that.
The work needed to speak to two quite different audiences: homeowners creating a private retreat at the bottom of the garden, and boutique accommodation operators offering something guests would genuinely remember. Both are considered buyers. Both are spending real money on something made to order. The brand had to earn their trust before it earned their enquiry.
THE APPROACH
Strategy came first. Positioning, audience thinking, and what the brand needed to say, all worked out before any visual decisions were made. That mattered because this category is full of clichés to avoid: the breathy wellness aesthetic, the spa-day language, the soft-focus lifestyle photography that never shows the actual product. The identity needed to feel grounded and natural without leaning into any of that.
The website built on the same foundation. Clear messaging hierarchy, a flow designed for buyers who take their time and want to understand what they're getting, and copy that addressed both audiences without muddying the brand voice.
WHERE IT LANDED
Since launching, the brand has done what it was set up to do. A feature segment on Seven Sharp and coverage in the NZ Herald put Star Baths in front of a national audience early on. Baths have been selling steadily to both homeowners and accommodation partners. And the social channels have grown into a proper sales tool, with people arriving already understanding the brand and ready to enquire.
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Model
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We came to Poppy with a tired old logo, something that had never had any real brand thinking behind it, and it showed….She brings genuinely fresh eyes, thinks for herself, and challenges you in the most un-challenging, collaborative way. Her process is seamless, she draws out the gold from you quickly, layers her expertise on top, and somehow makes it all feel effortless. The result? A brand that finally reflects the quality of our product and the kind of customers we actually want to attract. It’s elegant, clear, and just works. Since launching, we’ve seen a real shift in the kinds of customers engaging with us, the brand is doing the heavy lifting. "
Ange Wallace
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