Short Stuff x The Pipal Collective
Short Stuff x The Pipal Collective
How we built a baby clothing brand from the ground up — voice, visuals, and all
How we built a baby clothing brand from the ground up — voice, visuals, and all
Brand Strategy
Social Media
Website
The Brief
The Brief
Short Stuff is a baby clothing brand based in the US, aimed at modern parents between the ages of 25–40. When they approached us, the brand didn’t exist yet, no name, no logo, no story. Just a strong belief in high-quality design, soft fabrics, and a vision to build something parents could love (and babies could live in).
Our task: build the brand from scratch and help it show up in the world with clarity, charm, and a clear marketing plan.
Short Stuff is a baby clothing brand based in the US, aimed at modern parents between the ages of 25–40. When they approached us, the brand didn’t exist yet, no name, no logo, no story. Just a strong belief in high-quality design, soft fabrics, and a vision to build something parents could love (and babies could live in).
Our task: build the brand from scratch and help it show up in the world with clarity, charm, and a clear marketing plan.
The Challenge
The Challenge
This wasn’t just a branding project, it was a full-stack GTM. From naming and visual identity to photoshoots and the website, we had to get everything in place. The challenge lay in keeping it all cohesive.
We were building a brand with long-term aspirations — not just to sell cute onesies, but to carve out space in a saturated market, and eventually, make noise in the baby clothing category across the US.
This wasn’t just a branding project, it was a full-stack GTM. From naming and visual identity to photoshoots and the website, we had to get everything in place. The challenge lay in keeping it all cohesive.
We were building a brand with long-term aspirations — not just to sell cute onesies, but to carve out space in a saturated market, and eventually, make noise in the baby clothing category across the US.
The Approach
The Approach
We started by working on the brand’s foundations - tone, positioning, and visual identity. The voice was kept warm, gentle, and relatable, but never dull. We imagined a brand that felt thoughtful and joyful at the same time, like a friend with great taste who just became a parent.
From there, we moved into execution:
Naming & Storytelling
The name Short Stuff was chosen for its playful familiarity. We built a clear brand story around it, rooted in modern parenting, comfort-first design, and moments that matter.Visual Identity & Photoshoots
A soft, pastel-driven aesthetic defined the brand’s visual world. We planned and executed product photoshoots to match the tone — gentle, minimal, and emotion-led.Website Development
Designed and built the brand’s Shopify website, from wireframes and layout planning to content and product upload. The website had to feel premium, but approachable — a space parents would enjoy spending time on.Collection Launches
We worked on the launch of two collections, planning assets, product drops, and channel-wise campaigns.Social Media Setup & Strategy
Built and launched the brand’s Instagram from scratch, including bio, highlights, initial grid, and content buckets. Crafted a content plan that mixed UGC, storytelling, and visual aesthetics, along with light collaborations.Marketing Strategy & Channel Planning
While performance marketing was not the focus initially, we laid the groundwork for future paid ads, email flows, and influencer outreach.
From branding to GTM, this was a project that touched every layer of the brand journey.
We started by working on the brand’s foundations - tone, positioning, and visual identity. The voice was kept warm, gentle, and relatable, but never dull. We imagined a brand that felt thoughtful and joyful at the same time, like a friend with great taste who just became a parent.
From there, we moved into execution:
Naming & Storytelling
The name Short Stuff was chosen for its playful familiarity. We built a clear brand story around it, rooted in modern parenting, comfort-first design, and moments that matter.Visual Identity & Photoshoots
A soft, pastel-driven aesthetic defined the brand’s visual world. We planned and executed product photoshoots to match the tone — gentle, minimal, and emotion-led.Website Development
Designed and built the brand’s Shopify website, from wireframes and layout planning to content and product upload. The website had to feel premium, but approachable — a space parents would enjoy spending time on.Collection Launches
We worked on the launch of two collections, planning assets, product drops, and channel-wise campaigns.Social Media Setup & Strategy
Built and launched the brand’s Instagram from scratch, including bio, highlights, initial grid, and content buckets. Crafted a content plan that mixed UGC, storytelling, and visual aesthetics, along with light collaborations.Marketing Strategy & Channel Planning
While performance marketing was not the focus initially, we laid the groundwork for future paid ads, email flows, and influencer outreach.
From branding to GTM, this was a project that touched every layer of the brand journey.
The Outcome
The Outcome
Short Stuff found its voice — and its people.
The visual identity stood out in a sea of sameness, and the brand now has a clear, ownable presence online. While traction and sales have been conservative in the early stages (as expected), the groundwork has been laid, and the response from customers has been full of warmth and intent.
More than a launch, this was about building a brand that can grow steadily, and stick around.
Short Stuff found its voice — and its people.
The visual identity stood out in a sea of sameness, and the brand now has a clear, ownable presence online. While traction and sales have been conservative in the early stages (as expected), the groundwork has been laid, and the response from customers has been full of warmth and intent.
More than a launch, this was about building a brand that can grow steadily, and stick around.
What’s Next?
What’s Next?
We’re just getting started. Short Stuff is now working toward an India launch, an adultwear extension, and an optimised website experience. Paid ads and broader marketing pushes are next in line, and we’re excited to be part of this next chapter.
We’re just getting started. Short Stuff is now working toward an India launch, an adultwear extension, and an optimised website experience. Paid ads and broader marketing pushes are next in line, and we’re excited to be part of this next chapter.
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024
Let's bring your vision to life.
© Priyanshi Poddar 2024