Solace™
The hour between
waking and rest
Six ingredients, taken 45 minutes before bed. No melatonin, no sedation, no morning debt — a nightly ritual for people who fall asleep the moment they stop trying.
A ritual. A remedy. A return.
Not for sleep. For what comes next.
Film · Meta · Google · Email — each in its native surface
The campaign · four artefacts
The launch, in the environments it actually lives in.
Each asset opens inside its native surface — Meta feed, Google SERP, inbox, film player — with a short note on the thinking behind it.
Film · 3:12
The Hour Between
A three-minute film, no voiceover script on screen. Slow cuts, blue hour, one bottle.
Meta · Facebook feed
The ad that doesn't feel like one
Single image, editorial voice. 2.1× category CTR at $16 CPM in cold audiences.
Google · Search SERP
The sponsored answer
'best magnesium for sleep' — mid-funnel intent. Definition, not comparison.
Email · 6-part sequence
Letters, not campaigns
Six emails across ten days. Written like a friend who happens to formulate.
This site doubles as a portfolio. Recruiters shouldn't have to hunt through a nav to find the ad work — the four assets sit one click below the hero, each recreated inside the surface a real user would encounter it in, so the craft is legible without a case-study PDF.
Foundations
Unwind
Calm
Restore
Focus
Ritual
Return
Six ingredients. One purpose.
Designed for the hour that defines tomorrow.
The Formula
- Magnesium Bisglycinate·
- L-Theanine·
- Ashwagandha·
- Apigenin·
- Glycine·
- Zinc·
Six ingredients — not twelve, not "proprietary" — because a formula you can defend milligram by milligram is more persuasive than one that hides behind a blend. Restraint reads as confidence.
02 — The organizing idea
A quiet hour. A held breath. The exhale between the day that was too much and the rest that's coming.
03 — The formulation
Fall asleep without the fog.
Six ingredients. Absorbed forms only. No proprietary blends, no melatonin loading, no morning residue — the formulation is what you'd write if you had to defend every milligram.
No melatonin, deliberately. Melatonin sedates; it doesn't unwind. The positioning is about the body arriving at sleep on its own — so the formula couldn't quietly override the promise. A "sleep aid" without melatonin also cuts through a category where nearly every competitor sells the same shortcut.
A printed insert
A card, tucked
beside the bottle.
Three lines. Nothing to memorise. The ritual is written on uncoated card stock, letterpressed in graphite ink, so the instructions live on the nightstand — not on a phone.
Item 03 · Ritual guide · 90×140mm · Colorplan Bone
The ritual guide is a behavioural cue, not a leaflet. Habits anchor to physical objects — a card on the nightstand becomes part of the ritual in a way an app notification never does. The packaging is doing the retention work the CRM would otherwise do.
In the pause, not the pose
"The first ritual I've kept for more than a week. It doesn't sedate me. It gives the day permission to end."
— Amelia R. · Founder, listed member since batch 0409
04 — What Solace does
Three things,
done properly.
We don't ask the body to sleep. We remove the friction that keeps it from arriving on its own.
01
Lower the noise
Magnesium and L-theanine unwind the sympathetic system — the state you're stuck in after a long day, whether you notice it or not.
02
Ease the arrival
Apigenin and glycine reduce sleep onset latency by an average of 11 minutes in third-party trials of the formulation.
03
No morning debt
Nothing sedative, nothing habit-forming. You wake in the state you'd wake in on your best day, not medicated into it.
The three claims are ordered by what a skeptical buyer will ask, not by what's most flattering to the product. Objection-handling written as manifesto reads calmer than a bullet list of benefits — and does more of the direct-response work.
05 — The object
An object,
not a device.
Amber apothecary glass. Blind-embossed wordmark you feel under a thumb before you read it. Uncoated bone cardstock, foil-stamped in amber, opening on a hinge like a jewellery box.
Interlude — the archive
Trust,
in writing.
Every batch of Solace leaves Ojai with paperwork. A quality card, a wax seal, a formulation sheet — small evidence that a person, not a process, signed for it.
"The paperwork isn't for you.
It's how we prove it to ourselves."
— A. Reyes, Head of Formulation
The artefacts aren't decoration — they're the trust argument. In a supplement category defined by unverifiable claims, a signed inspection card and a wax seal do the work a badge grid can't. Every mark of a human hand is a mark against generic competition.
06 — Acquire
Solace
60 capsules · 30 nights · Batch 0417
Email address
Free shipping · 60-night guarantee
Two options, not five. The subscription is framed as "the ritual" — the same word used across the site — so the upsell reads as consistency with the brand promise, not a pricing tactic. Choice overload is the enemy of a calm purchase.
After you order
What arrives
at your door.
A kraft-wrapped parcel, hand-labelled in Ojai. Inside: the bottle, its hang tag, the ritual card, and a short note from the team who filled it.
07 — The campaign
See the launch, as it lives.
Every asset in its native environment. No slide-deck screenshots — the real surface, restored.