Toddler-first fashion brand launch

I helped define this completely new brand’s positioning and identity from the ground floor, focusing on toddler independence without compromising style.

Fun fact: All otters have pockets to hold their rocks and snacks. Another fun fact: All toddlers need pockets to carry their rocks and snacks. Named after the street of the original OshKosh B’gosh headquarters, Otter Avenue, I leaned into this quirky fact to name coin one our favorite toddler-friendly features, the otter pockets. I also helped identify a few new features and styles for the design team to play with.

The brand voice is stylish, succinct, spontaneous. We even reconfigured the way we do product descriptions to stay true to the brand voice.