Brand Messaging for Global Fast-Moving Consumer Goods (FMCG) Manufacturer
Rockline Europe
Brand Messaging
Website Design
Marketing Strategy
Rockline's European division manufactures wet wipes for leading household-name brands across Europe. But their marketing materials focused heavily on capabilities, certifications, and production scale.
While impressive, this approach wasn’t landing with potential clients, particularly brand managers who cared more about strategic partnership than factory specs. They needed messaging that resonated with decision-makers and stood out from the competition: a homepage that made it clear why they were the right private-label partner.
I worked with the Rockline Europe team to craft a brand narrative that repositioned them from supplier to strategic manufacturing partner.
We used the StoryBrand framework to clarify:
- What buyers really care about when choosing a private-label manufacturer
- How to lead with client outcomes, not internal credentials
- Where and how to integrate this story into their homepage
Then, I wrote and designed a new homepage that reflected this sharper, more strategic message with clear structure, better pacing, and web copy that gave every visitor a reason to keep scrolling.
Rockline’s homepage now puts their ideal client at the center of the story. It speaks to the pressures brand managers face and positions Rockline as a trusted partner who gets it—and gets results.
The revamped homepage is also setting the tone for future marketing initiatives, from sales decks to social media, rooted in a strong and repeatable narrative.
www.rockline.co.uk
(website may have changed over time)
