Maicura
A complete brand for massage guns on Bol.com and their own store
Maicura: massage guns on Bol.com and their own Shopify store. Branding, photography, video, listings and the store built by us.
maicura.com ↗Massage guns are a competitive category. Dozens of brands, comparable products, comparable prices. The difference sits in how you set your brand down. Maicura has a recognisable visual identity that runs from the Bol.com listing through to its own store.
The brief
Maicura sells massage guns and targets a specific niche within wellness and recovery. The brief was a complete build: branding from scratch, product and lifestyle photography, video for both product demonstration and marketing, product listing design for Bol.com, and a Shopify store of their own working as a direct sales channel alongside the marketplace presence.
The challenge was speed. Maicura wanted to be on the market quickly, because the massage gun category on Bol.com had a specific momentum you had to catch early. We worked at a pace that would normally be out of reach for that much scope, thanks to the standardised production pipeline we had developed earlier for comparable brands.
Our approach
For Maicura we drew the positioning sharply: a serious wellness instrument for athletes and recovery-minded consumers, not a gimmick for casual users. That difference decides the whole visual and verbal identity. The photography shows the product in real recovery context: after sport, in physiotherapy practices, inside a daily routine.
The Shopify store was designed as a product experience that goes further than a marketplace listing. Product pages with deeper explanation of the technique, comparison tables between models, customer reviews integrated with the Shopify platform, and an upsell strategy for accessories such as extra attachments and carry cases. On your own store you control the whole customer experience, and we used that fully.
What we delivered
Maicura got the complete brand package: branding including a brand book, product photography of the whole line with multiple angles per product, lifestyle photography on location with sport and physiotherapy models, video with product demonstrations and lifestyle content for social, product listing design for Bol.com tuned to the massage gun category, and a complete Shopify store including checkout customisation and upsell flow.
The store was delivered with full training for the Maicura team to add new products and manage orders themselves. Plus a maintenance guideline for ongoing updates and a roadmap for future extensions such as subscription options and an international rollout.
The result
The products have been live for years and the company is still growing. That is the proof that a considered brand strategy does not only make a good first impression but drives long-term growth in a market that keeps getting busier. In a saturated category Maicura has become a recognisable brand, with customers choosing Maicura specifically instead of picking the cheapest massage gun at random.
For brands operating in a commodity-like wellness category, Maicura is a case showing that investing in a full identity and a sales channel of your own lowers dependence on marketplace algorithms and raises margin. Customers buying through the store deliver significantly better margin than customers through Bol.com, and the continued investment in the brand keeps shifting the balance towards direct purchase.
