Pink Chicken

There are about a million kids’ clothing companies today.  And even Old Navy has some cute patterns and 70s vibes, so how does a small business thrive?

Pink Chicken is a girls’ clothing line of easy-to-wear, vintage-inspired, boho pieces.  But it’s more than a clothing company.   Stacey Fraser, the founder of Pink Chicken, reached out to me in need of help for two reasons: 1) their philanthropic efforts weren’t clear on their website and 2) their brand values were MIA.  We did a 30-minute deep dive and we found a storehouse of the gold in their brand.  

A Brand with a Heart

We wanted to empower their customers to live out their own generosity, so we made it easy to understand Pink Chicken’s Giving Back initiative. 

Stacey did the math and told me that they’ve donated over 20,000 dresses to kids in NY and LA.  We found our headline: for every 10 dresses sold, Pink Chicken gives one away.  With flawless design by Skye High Interactive, we built an inspiring Giving Back page that makes it easier for viewers to choose Pink Chicken.

The Difference of Shopping Small

Why choose Pink Chicken when you can shop the clearance rack at The Gap?  Because Pink Chicken designs all their patterns in-house.  Because they’re taking sustainability seriously.  Because they’ll go into their stockroom and find your size for you.  Because they bring their puppies to their NY office.  Come on, people.  Pink Chicken is a joyful hub to a community of generous mothers, and I made that clear when I wrote their About page.  With short and fun descriptions paired with on-brand iconography, it’s effortless to connect with this small business.  

The Diamonds are in the Details

Their brand voice had to be as happy and creative as their hand-drawn patterns. 

I used happy phrases like “join the flock!”, “a million ways to #pinkchicken”, and “the spirit of sunny days” to make the reader feel warm and welcome in the Pink Chicken community.  The result?  A brand that you can’t wait to shop.