ALEX ELLE

Lifestyle | DTC & Retail

Launch Campaign

the company

Alex Elle is a renowned author, facilitator, wellness educator, and East Fork fan.

We partnered with Alex to design The Nourishing Cup, a short ceramic cup glazed in Malibu blue, intended to invite someone to slow down and nourish themselves in the moment.

Over six months, we passed designs, stamp drawings, and glaze samples back and forth over emails and across the country until the Nourishing Cup was formed and launched in January 2023. This partnership aligned with the release of Alex’s new book, How We Heal.

THE WORK

The partnership campaign included a short documentary by Alex’s longtime filmmaker, Rachael Weathers, and digital and in-person activations. The campaign also included email, SMS, social, advertising, influencer seeding, ticketed store event and launch party, and a customer-exclusive guided meditation accessible via a product card in each purchase.

THE RESULTS

1.6M new audience reach
Six-figure product launch, sold through in 8 weeks
Store event tickets sold out in one hour
5% of sales benefited The Loveland Foundation

One of our favorite aspects of product partnerships is identifying a community partnership component. For this partnership, 5% of the proceeds from Nourishing Cup sales benefited Alex’s organization of choice, The Loveland Foundation. The foundation focuses on Black women and girls’ access to mental health care and healing resources.

For the first time in a partnership, we also gave local customers first access to the product with an in-store event before the online launch. Alex joined East Fork co-founder Connie Matisse in our Asheville store for an evening of conversation and Q&A around healing, parenting, healthy boundaries, and pursuing our deepest work. Ticketholders received a signed copy of Alex’s book and The Nourishing Cup, and enjoyed small bites and sips curated by Jasmine Michel.