Hand Picked Pumpkin features a modern line of limited edition and custom-designed baby clothing. Mama designed and baby tested, the line is stylish, beautiful and locally hand-sewn in Chicago, Illinois from the coziest of fabrics.
	In addition to a focus on functional, practical baby clothes is a strong commitment to environmentally friendly practices.
	Online storefront only, with supplemental trunk shows and wholesale retailers.

The Hand Picked Pumpkin Challenge:
To begin, Hand Picked Pumpkin needed an identity that visually communicated its core values and unique personality, plus the quality of its products, as a baby clothing retailer with a custom spin. Marketing materials were needed to promote the brand to both the end customer and wholesale retailers, introducing the product line and continually increasing brand familiarity. Because the primary means of sales would come from an online store, the website required a simple, user-friendly shopping experience, while serving as the dominant vehicle for all brand information.

The Merge Solution:
Literally building the Hand Picked Pumpkin (HPP) brand from the ground up, Merge developed the brand identity, all marketing collateral, and a website that provided a branded user experience that was fun and easy to use. Shoppers could select from limited edition ready-made garments or customize their own by using a simple custom garment builder.

The website, the primary source of all sales, entices customers with a easy-to-navigate shopping system combined with a complete brand experience. Customers shop by garment category, then choose from ready-made items or can create their own custom garments. By selecting from various fabric swatch palettes, product illustrations fill in accordingly to show each custom design.

To generate repeat customers and continual site visits, an ongoing Pumpkin of the Month contest encourages buyers to send in testimonials with photos that show off their “little pumpkins” in HPP products. Additionally, a Celebrity Buzz and strong Press section, touching and candid blog, and monthly e-Newsletter keep customers interested and develop a branded relationship with users, sustaining and growing the overall customer base.

The HPP identity is simple and clean, with open, rounded typography and an earthy, neutral color palette of greens and browns. Graphic elements such as clean line art, circular patterns and rounded edges convey an uncomplicated, wholesome and friendly sensibility, while the photography shows children in natural settings, active and comfortable in HPP clothing.

Marketing collateral such as seasonal Look Books, catalogs, direct mail, e-Newsletters and more express the HPP brand while generating awareness and excitement about the unique product line. Directed at a wide range of consumers and retailers, the collateral works to expand the overall consumer base and increase online sales.