One little chicken. A whole world to build.

The idea

A little chicken for every kind of day.

The brand starts with recognition: the sleepy morning, the small victory, the day when “absolutely not” feels like a complete answer. Seven moods give the character a range: Sleepy, Confident, Curious, Unimpressed, Delighted, Content, and Overwhelmed.

I developed the character artwork, wordmark, color palette, and voice as a consistent system. The same chicken should still feel like itself on a mug, a blanket, a collection page, or a social post. Content is quietly happy. Sleepy would like another five minutes. Those are different design briefs.

Original products

The drawing is only the beginning.

The range carries those moods into mugs, blankets, totes, journals, and socks. Each product needs its own composition: a mug wrap, a repeating blanket pattern, and a journal cover all ask different things of the same character.

The work includes production artwork, print placement, supplier setup, product copy, and coordinated studio and lifestyle mockups. AI-assisted imagery is part of the creative workflow, with attention to the actual artwork, wording, proportions, and product details. Studio views show the design clearly; lifestyle scenes help people picture it in their day.

Custom Shopify storefront

Shop by the kind of day you’re having.

The store builds on Shopify’s Dawn theme with a custom homepage, an interactive seven-mood selector, collection pages, and shared product templates. Visitors can explore a mood and follow it into the products that belong to it.

Product pages separate the short title, printed quote, and useful introduction. A thumbnail gallery, clear quantity and Add to cart controls, product details, and expandable questions keep the practical information close. Product-specific content stays editable in Shopify.

The warm visual style carries into the cart, customer emails, and checkout branding. Phone-friendly layouts, keyboard access, readable type, and responsive images make the store easier to browse. A cute chicken still needs a usable store.

Behind the storefront

Every mood needs the right product mapping.

The production setup moved from Printed Mint to Printify. That meant checking replacement products, print files, variant mappings, prices, images, and shipping together. A supplier connection is useful only if the order points to the right item.

The work also connects US shipping rules, mixed carts, made-to-order policies, branded customer emails, and Google’s product feed. Those details carry the brand beyond the design and into the everyday work of running a store.

Getting the brand out there

The story continues beyond the store.

The same identity now runs through Facebook, Instagram, and Pinterest: product posts, mood stories, and short reels built from approved artwork and product imagery. Each format gets its own crop, wording, and review.

Google Shopping adds another part of that work: connecting the product catalog, organizing campaigns around a focused range, and setting up purchase measurement. The storefront, product feed, and campaign materials all need to tell the same story.