Iakoe x FIPL
Overview
FIPL is a children's hair & body care brand created to transform bath time into a moment of connection between parents & children. Designed for every stage of childhood from toddlers to preteens, the brand combines clean ingredients, developmentally designed formulas, & joyful rituals that extend beyond the bathroom. As the team prepared to launch direct-to-consumer, they partnered with us to design & build a Shopify experience that balanced premium aesthetics with an intuitive customer journey.
- Theme development
- User experience design
Background
FIPL was created to solve a problem familiar to almost every parent: bath time can quickly become stressful, chaotic, & full of unnecessary decisions.
Rather than simply creating another children's personal care brand, FIPL set out to reimagine bath time as an intentional daily ritual that strengthens the connection between parents & children while supporting healthy habits from an early age. Every product is developmentally designed, formulated with clean ingredients, & thoughtfully packaged to grow alongside children from ages three through twelve.
As the brand prepared for launch, the ecommerce experience needed to reflect that same philosophy. The challenge wasn't simply selling shampoo & body wash it was communicating a completely new way of thinking about children's routines through a premium digital experience that appealed first to parents while still feeling joyful for kids.
The challenge
The first challenge was balancing two audiences.
Parents are the primary purchasers, making ingredient transparency, trust, & product education essential. At the same time, the experience needed to feel playful enough that children would feel excited about using the products without making the brand appear overly childish.
The second challenge was storytelling.
FIPL's differentiation extends far beyond clean ingredients. The brand introduces concepts around child development, habit building, independence, & moments of connection, requiring the site to communicate emotional benefits alongside functional product information.
Finally, the team wanted a premium Shopify experience capable of supporting the brand beyond launch. Every page needed to reinforce the brand's identity while providing the flexibility to support future campaigns, educational content, & product expansion as the business grows.
The solution
We partnered with FIPL to create a Shopify experience that feels as intentional as the products themselves, balancing premium design, thoughtful storytelling, & conversion-focused UX.
Designed for parents, inspired by kids
The visual experience was carefully crafted to appeal first to parents through elevated photography, clean layouts, & sophisticated typography while incorporating subtle moments of delight inspired by the brand's playful identity. Illustrations, color, & character elements appear throughout the experience without overwhelming the premium aesthetic.
Customer journeys built around development
Rather than presenting products as simple bath essentials, the experience is organized around each stage of childhood. Storytelling throughout the site reinforces how FIPL supports children's development—from playful exploration during the early years to growing independence throughout the preteen years—helping parents quickly understand which products best suit their child.
Bringing the brand to life
Beyond traditional ecommerce pages, we designed immersive brand experiences that communicate FIPL's broader mission around healthy routines, family connection, & intentional parenting. Dedicated storytelling pages create opportunities to educate customers while building an emotional connection that extends beyond individual products.
Built for long-term growth
The Shopify experience was designed with scalability in mind, providing a flexible foundation for future content, campaigns, product launches, & customer acquisition initiatives as the brand grows from launch into long-term expansion.
FIPL launched with a Shopify experience that reflects the quality, care, & intentionality behind the brand itself.
By balancing premium design with thoughtful customer journeys, the new storefront creates a stronger foundation for conversion while helping parents quickly understand what makes FIPL different from traditional children's care brands.
Just as importantly, the brand now has a scalable ecommerce platform designed to support future product launches, educational storytelling, customer acquisition, & long-term DTC growth - ensuring the digital experience can evolve alongside both the business & the families it serves.
