Baan de Sol / How an ethical clothing brand for moms found its focus with a rebrand and e-commerce site — and saw a 40% sales spike at launch.
Project Information
Stage
Early
Industry
E-Commerce
Apparel
Services
Brand Sprint
Impact Points
Ethical Sourcing
Living Wages
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As a B Corp, Odd Notion only partners with founders building products that benefit people and planet. We sort that commitment into three tiers:
Measured impact — brands with verified, certified outcomes, like a fellow B Corp.
Unmeasured impact — brands doing real good that haven't yet quantified it.
Do no harm — brands we're proud to build because of how they operate; we don't work with industries like tobacco or fossil fuels.
Baan de Sol sits in our unmeasured-impact tier. The good is real and woven into the business — living wages for makers abroad, sustainable materials, and a deliberate stand against fast fashion — it simply hasn't been formally measured or certified yet. The foundation is exactly the kind of work that earns certification down the road.
Situation
Baan de Sol is an ethical fashion collective creating clothing that mothers can feel good in and feel good about — pieces made with intentional choices in materials, sourcing, labor, and design. The brand had real substance: artisan-made garments, living wages for makers around the world, and a deliberate alternative to fast fashion. What it needed was a voice and a storefront that could carry that story to the mothers it serves.
Problem
Baan de Sol was being read as home goods — sustainable and global, but undefined. Without a clear audience or a distinct point of view, its deepest differentiators (ethics, sustainability, the people behind the product) risked blurring into the broad "conscious brand" category, where good intentions are common and trust is hard to earn. And a brand built on educating customers needs a shopping experience that can tell that story at the moment of purchase.
Solution
We ran a Brand Sprint and a Website Sprint to sharpen who Baan de Sol speaks to and build the e-commerce home to prove it. We repositioned the brand from undefined home goods to clothing made for mothers — trustworthy, ethical, sustainable, and optimistic — defined its voice (bold, optimistic, genuine), and built three message pillars around Connection, Education, and Impact. We then carried that strategy into an e-commerce experience designed to do what the brand promises: connect emotionally, educate at the point of sale, and make the impact behind every piece tangible to the shopper. The positioning crystallized in a tagline that does double duty — Your Feel-Good Uniform — speaking to how the clothes feel and to the ethics behind them.
Credits
Strategy: Eleazar Ruiz
Creative Direction: Eleazar Ruiz
Graphic Design: Eleazar Ruiz
Interactive Design: Sam Stember
Tone & Voice: Alexa Sibberson
Photography: Studio Who
Outcomes since launch
Sales increased by
40%
Recognized in the wild
A stranger in a coffee shop recognized the brand from its branding alone, with no prior interaction.
Angela Smith, founder at Baan De Sol
“I can't thank Odd Notion enough for helping bring the next phase of my small business to life. Their creative vision and outside-the-box thinking truly elevated Baan. I love their bold, intentional approach and how they helped me dig deep into the heart of my brand. Now, I find myself making key decisions based on the tone and voice they helped shape. I'm so in love with this next chapter and so grateful for their guidance and creative vision through the process.”
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