Pipette, Brand Repositioning
Creative Strategy + Creative Direction (visual, Design, Editorial)
Insight
One-third of moms feel like they have lost their identity since becoming mothers, and that their needs and preferences are cast aside. Mom wants to be seen as a whole person, not just as a parent whose entire identity is defined by this new chapter in life.
New Brand Positioning
Pipette is here to empower families with thoughtfully designed, science-backed essential products that feel true to them—as parents, and as people.
Led Creative Strategy and Creative Direction (editorial, visual) for new brand expression. While the primary product assortment is for baby, the brand expression is through Mom’s lens and we can see, feel her sense of style and intellect.
Established anchoring pillars for Creative Direction (visual, design, editorial):
Elevated • Confident • Empowered
Voice
The brand’s editorial tone of voice is real, conversational, affirming. It is not trendy or overly colloquial, nor is it a cold all-knowing scientific voice. The important balance is to use accessible language that is relatable, and credible without feeling cold or clinical.
How does science work under this lens?
Balance Pipette’s origins of being born out of a biotech lab with an approachable, human element. Let the formulas take center stage in a visually satisfying manner. For editorial, touch on just-enough information to be helpful when it counts (clinical results, certifications), without bogging down in too many details to preserve the audience’s much-needed headspace.
Design Direction
Take back ownership of core brand color, internally named as Pistachio Green, which is unique in the baby category.
Concept board for green amplification
Introduce new design system, dubbed “p-curve”, in key marketing assets. The p-curve mimics a pregnancy bump and subtly reinforces “p” in Pipette.
P-curve variation for subscription indicates the recurring nature of the program.
Introduction of editorial-inspired typography design to elevate the day-to-day brand experience.
Successfully initiated and implemented templatized briefs and execution for recurring campaigns (category sales, GWPs, clearance, etc.). Saved bandwidth across creative, marketing, and ecommerce teams, creating room for AB testing and performance analysis.
Creative Team—
Art Direction: Leonie Cicirello
Editorial: Cristina Mueller, Kirstie Margalit, Mimi Kuehn
Design: Pearl Stoermer, Abi McCannon, Laura Bergman
Creative Ops: Eve Kranenburg
Lifestyle Photography—
Photographer: Emily Hlavac Green
DP: Allan Chavarria
Set Design / Props: Tracy Raetz
Makeup: Paloma Alcantar
Hair: Marley Gonzales
Production: Little Bear Studios
Still Life Photography—
Photographer/DP: Joe Lee
Stylist: Nissa Quanstrom