Merch is a power move.
A refresh for the next era of growth.
Merchgirls
Client
Merchgirls is a creative merchandise studio founded by Hannah and Pippa in 2015. A decade in, with a loyal base and a proven reputation for high-quality merch, the brand wasn’t keeping up with the business they’d become, or the clients they were ready for next.
The founders felt they had outgrown the old brand, and it wasn’t doing their business justice. “People saw us as fun and creative, but not always as business-critical” said co-founder Pippa. “We needed to shift that without losing the personality people love.”
Merchgirls needed a brand that could keep the edge, but speak to the C-suite. “We needed a partner who could see both the big picture and the tiny details,” said Hannah. We started with a full brand strategy. That meant clarifying their positioning, identifying the perception gap, and reframing their offer around what they truly deliver: high-quality merch with lasting impact and real ROI.
The messaging had to flex across audiences—from marketing managers to procurement to CFOs—without losing the sharp, distinct voice that makes Merchgirls who they are.
Strategy
With the strategy in place, we elevated the visual identity. Forever the chameleons, their new brand marks is in bold monotones, giving the team flexibility to reinvent for each campaign, while staying is unmistakably Merchgirls.
We built brand equity into every asset, so no matter the product – tutu or tote – its recognisably theirs. The updated brand system balances function and flair. Just like their merch: retail-worthy, useful, and built to last. Internally, the team is more confident, more aligned, and more “Merchgirls’ than ever. Externally, sharper messaging and consistent visuals are attracting the bold, ambitious clients they love working with.
For Merchgirls, their brand refresh wasn’t just cosmetic. It was a strategic reset for their next decade of growth.
Creative
Twosday
Industry Research
Audience Messaging
Brand Strategy
Identity Design
Brand Book & Guidelines
Copywriting
Digital Assets
Values workshops
Internal Brand Launch
Partners
Web Supernormal Systems
It finally feels like our outside matches our inside. The feedback’s been phenomenal—from clients and from our team.
Pippa Joseph, Founder
From the start, Twosday brought a strategic lens—leading discovery sessions that pushed us to clarify our story and sharpen how we talk about ourselves. After a decade in business, it was time for Merchgirls to grow up. They helped us distil everything into a bold, confident identity.
We now have a sharp visual language, a clear messaging framework, and a tagline—Merch That Works—that says it all. We walked away with a full brand strategy, complete with a brand book and guidelines we actually use. Now, anyone joining the business instantly gets who we are, what we do, and why it matters.
Hannah Chipkin, Founder
Strategy.
Design.
Activation.
Strategy. Design. Activation.
Close divides. Open opportunities.
Guiding the next chapter
Fintech Growth Agency ready to kick goals!
I swim so I can
Support to live the life you want
Reinvigorating a 20 year old brand
A new brand with an urgent call to action
Harnessing the power of storytelling
Your story doesn't have to be epic. Just true.
Home needs to be on your terms
Building the mantra into the DNA
Owning a boat is a promise to yourself
Individual brilliance. Collective strength. Shared success.
Embracing and nurturing uniqueness
