ranges sold from one site: home pre-orders and professional demo requests
TANK Cold-water recovery hardware
Everything a hardware launch needs, before the first unit ships.
TANK chills the water of an existing shower to 5 to 10 °C, for homes and for clubs, spas and physiotherapists. The product was a prototype. We gave the company what buyers, professionals and funders needed to see.
In figures
21
5 to 10 °C2
water temperature the unit is designed for (product context)
Sources
- ice-tank.fr, September 2026
- TANK product specification
The situation
A working prototype, and nothing yet that a buyer, a club or a funder could look at.
Tap water in France runs at 10 to 15 °C, and above 20 °C in summer: a real cold shower at home was out of reach. The first answer was a prototype built from a beer-tap chiller. The concept worked; the company around it did not exist yet.
There was no brand, no site able to take pre-orders and no material for investors or grant bodies. Every public claim also had to match what the product really was before the first sale.
Around the company
Cold-water recovery hardwareTANK
Key actorHome buyersA clear product page and a pre-order with a refundable deposit.
Key actorClubs, spas and physiotherapistsA dedicated range with a return-on-investment calculator and a demo request.
Key actorInvestors and funding bodiesAn investor deck, and funding files ready in each funder’s format without rewriting them.
What we decided
A few choices made the difference. Each one came with its reason.
- 01
Sell it as engineering.
Cold recovery is crowded with lifestyle promises. Precision and material set the product apart and carry to professional buyers.
- 02
Sell before shipping.
Pre-orders and professional demo requests test demand now. Every step of every form is saved, so an abandoned request is still a lead.
- 03
Write the funding file once.
Grant bodies and auditors each want the work in their format. One master file produces each document and produces it again when anything changes.
What changed, actor by actor
| Actor | Before | After |
|---|---|---|
| Home buyers | No way to order or to understand the product. | A clear product page and a pre-order with a refundable deposit. |
| Clubs, spas and physiotherapists | No professional offer. | A dedicated range with a return-on-investment calculator and a demo request. |
| Investors and funding bodies | Founder work to justify again, by hand, for each request. | An investor deck, and funding files ready in each funder’s format without rewriting them. |
The work
Sell before shipping.
Website
Real deliverables. Figures and personal data removed or replaced.
How it runs
What now runs on its own, and the detail behind each decision.
GrowthThe commercial site
Two ranges on one site, rebuilt as static pages with one canonical domain, a clean sitemap and markup search engines read. Each form step is saved as it is filled in; saving never blocks payment.
ComplianceClaims that match the product
Every public claim was checked against the product’s status: certification wording, availability, figures with a source, the same temperature range on every page.
Process automationFunding files on demand
Deliverables, periods, work split, screenshots and roadmap are recorded once; a generator produces each printable document from them.
Tools and stackAstroReactTypeScriptStripeGoogle Apps ScriptCloudflare WorkersPython
The brand system
Colours
- Onyx#020202Canvas
- Carbon#0A0C0ERaised surfaces
- Frost#B2D5E5Signature: main action, key figures
- Frost light#DCEDF4Light text, hover
- Mist#8FA3ADSecondary text
- Line#262E33Hairlines
Typefaces
- AaTANK 0123456789
- AaTANK 0123456789
Shapes0 for specifications, 8 px fields, 16 px cards, 26 px panels, pills for anything interactive
- A cold-engineering house, not a wellness brand: precision, material, one subject per section.
- Duotone with nothing soft in between: one solid frost button per area.
- No gradients, no drop shadows, no decorative icons.
TANK “Onyx et Glace” system, used by the site since September 2026.
Your company at the same stage?
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