Wirl
An audience built before a single recipe was published.
A dietitian-led wellness app that reframes food as emotional support rather than restriction. Wirl launched with a community already in place, pairing gut-friendly recipes with mood-based guidance for users who had been waiting for it.
Diet culture's fixation on restriction leaves many women anxious at mealtimes.
Alicia and Bree had built a newsletter audience in the tens of thousands that craved practical guidance. As non-technical, bootstrapped operators, they lacked the resources to turn expertise into a scalable product.
A newsletter audience in the tens of thousands. No technical resource to build for them.
Build for the community you already have.
Help, don't hassle.
We mapped the struggles surfaced in Wirl's inbox into user stories, then sent rapid prototypes to real subscribers so their feedback shaped everything from palette to copy.
Strategy & Venture Design: We translated Wirl's down-to-earth tone into an interface built around logging feelings, not counting calories.
Go-to-Market: We built on an existing, engaged community, so the product launched into demand rather than chasing it.
Extend it without touching code.
A low-code build tuned to scale.
Food and mood, in one gentle daily ritual.
Launched into an existing audience of tens of thousands.
A surge of paid subscribers on release, with strong early reviews.
A surge of paid subscribers on release, with strong early reviews.
Take the first step.
