Plunge

Scaling cold plunge pioneers Plunge from $30M to $100M in sales, transforming their niche product into a leading brand in cold and heat therapy.

Role:
Lead Designer

Areas:
Strategy, Design, UX/UI, Art Direction

Background

Plunge was founded with the vision to make cold therapy accessible to everyone. What started as a passion project to create the perfect cold plunge tub quickly grew into a thriving business. The founders were inspired by the benefits of cold immersion, both for physical recovery and mental well-being, and aimed to bring these wellness practices to a wider audience.

When I started work with Plunge back in 2022, they had already established $30 million in annual sales, but needed to scale up from being a niche product into a leading name in wellness. They were already starting to expand their product offering to include heat therapy, in the form of home Saunas, - and so the goal became to position their brand as a symbol of health and wellness and appeal to a much wider audience.

Approach

As the lead designer across the Plunge brand, I led a cross-functional team to create a cohesive brand experience across all touchpoints - including their website, marketing materials and their new app.

Our visuals and messaging strategy focused on transformation, employing lifestyle and studio photography to highlight moments of calm and excitement. I also worked on extensive Brand Guidelines, redefining their colour palette, typography and UI library amongst much else. I personally took charge of the Web, App and Brand projects - ensuring design was cohesive and flushed through correctly.

Through the next couple of years, our brand strategy helped elevate plunge to $100M in sales, establishing it as a category leader. I also took ownership of their app as the Lead Product Designer, and with the incredible joint efforts of their engineering team, we got Plunge to a comfortable 4.8/5 rating on the US app store, with 1000+ reviews backing us up. To this day - Plunge has been a career highlight of mine and something I’m extremely proud of.