Organic Zoo
Services: Brand Clarity, Brand Story, Copywriting & Email Marketing/Newsletter
“Georgina helped us to define our vision, values, and the brand’s tone of voice. She found exactly the right words to share our story with our community and customers in a beautiful and clear way.”
Organic Zoo is a globally loved brand with a simple, timeless aesthetic, stocked in over 300 shops worldwide and known for its thoughtful, playful approach to children's clothing.
After a decade in business, founder Paulina was ready to define the next chapter. She was looking for clarity - a way to express the spirit of the brand and tell its story in a way that felt distinctive. At the same time, there was a need to protect what was already working while opening the door to future opportunities.
This brand clarity project brought together the personal and the practical, helping shape a distinctive voice, strategy, and story rooted in Paulina’s childhood memories.
‘Summers were spent in a wooden hut by the lake. The forest was our playground, we learnt to swim in the open water and to fish with rods made of sticks. Those warm hazy days seemed endless, with sun-kissed cheeks, grubby knees, and bare feet, no day went by without a picnic.’
The brand story draws from Paulina’s upbringing in communist Poland, the middle of three sisters, raised with little but surrounded by nature and imagination.
‘Daily life for my family was hard. I remember as a restless child, standing in line for hours, holding my mother’s hand, as we waited with our coupons, to buy basic supplies of bread, milk, butter and eggs. The buildings, landscape, even the sky, seemed endlessly grey and cold.’
The result is a clear, compelling narrative that now shapes every part of the brand, guiding decisions from product development and styling to customer communication and creative direction.
‘We would dream up wonderful worlds full of joy and colour. There were few toys available to buy so instead we would pretend, creating games, stories and places in our minds. Without access to lots of things, we turned our attention to what we did have; nature and our imaginations.’
This long-term collaboration has included brand strategy, tone of voice, collection storytelling, and ongoing email marketing. Each project is carefully aligned to Organic Zoo’s identity, helping the brand grow, strengthen customer connection, and stay consistent.
“Georgina helped us to define our vision, values, and the brand’s tone of voice. She found exactly the right words to share our story with our community and customers in a beautiful and clear way.”
We now get so many comments about our story. I’m still amazed by what she managed to create for us.
Georgina worked really hard to offer some very well thought-out and creative ideas for the future of Organic Zoo while still always ensuring everything was on-brand and felt absolutely right.
The brand clarity work Gina created for Organic Zoo is a great guide for all strategic decisions, and it’s become part of day-to-day activity.” - Paulina, Organic Zoo founder