Fortune Cookie Clothing Company
- Location: Berkeley, California
- Industry: Children's Clothing
- Scope: Website Design and Development
Overview
Foco Cloco was a children’s clothing brand that combined sustainability, convenience, and style. The business began with a vision to provide curated boxes of gently used clothing to families through a nonprofit program. After challenges with securing nonprofit status, the founder pivoted in 2024 to a commercial model, offering parents subscription-based seasonal clothing boxes.
I partnered with the founder from the brand’s earliest stages, supporting both the nonprofit concept and the commercial launch. Together, we created a polished digital presence, a brand identity that balanced warmth with professionalism, and a seamless e-commerce platform.
Brand Strategy and Goals
The goal was to create a brand that felt inviting and premium while appealing to parents who valued sustainability. The founder wanted to stand out in a crowded children’s clothing market by emphasizing curated selections of fashionable pieces while championing eco-conscious values.
The website needed to transition easily from nonprofit to commercial without losing its heart. We achieved this by pairing a timeless, minimalist aesthetic with a simple, user-focused interface that reflected the brand’s purpose and made the user experience intuitive and effortless.
Visual Identity Elements
- Logo
The Foco Cloco logo and lettermark combine playful curves and warm tones, representing both childlike charm and thoughtful curation.
- Typography
- Great Mango: Used for headlines, lending a modern, vintage-inspired, sophisticated style.
- Coming Soon: For body text, offering clean legibility with a friendly, approachable tone.
- Color Palette
The palette was designed to be soft, modern, and neutral, drawing inspiration from sustainable fabrics and a minimalist aesthetic. Warm beige and taupe tones evoke comfort and approachability, while muted greens create a sense of balance and eco-consciousness.
Creative Process and Collaboration
Working with Foco Cloco was a deeply collaborative process. In the initial phase, I designed a nonprofit website with a clean, organic minimalist style that reflected the founder’s vision for a modern, community-centered exchange. When the business shifted to a commercial model in 2024, we reimagined the brand together.
The founder led the creative direction for the second iteration, selecting a Canva brand kit that inspired the new design. I refined and customized it into a professional identity, adjusting colors, finalizing typography, and creating a cohesive system for web and print. This approach honored her personal style while elevating it to a polished brand experience.
We extended this collaboration to a fully integrated e-commerce platform. I designed and developed a new website with an easy to navigate layout, integrating a detailed application process and secure payment system to streamline orders. Together, we built a brand that celebrates style, sustainability, and thoughtful curation.
Initial Concept and Launch
The first website established the foundation of the brand’s mission, values and online identity. It combined a minimalist, modern aesthetic with messaging that built trust and positioned the platform as an eco-conscious and visionary brand.
The founder wanted to change how families perceived secondhand clothing, making it stylish and empowering rather than charity-driven. Drawing from her background in beauty and fashion, she created a business that emphasized environmental responsibility while helping children feel proud and confident in their clothing choices.
Each curated box was designed with intention, balancing fashionable selections with a commitment to quality and sustainability. Together, we achieved her goal of having a solid online presence that aligned with her vision, giving her the tools and confidence she needed to begin this important new journey.
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