Designing a Child-First Experience: The Chopper Mill Brand Journey

In the early stages of our engagement with Chopper Mill, founders Jill and Justin Kaufenberg introduced a budding concept for a children’s mitten product line that was still in its developmental phase. At the time, the primary product was incomplete, setting the stage for us to undertake a comprehensive transformation—from finalizing the product to building a distinct brand identity. Leveraging our Outsider Advantage Go-to-Market process, we conducted an in-depth analysis of the competitive landscape and emerging market trends, identifying a unique position that aligned with the core vision: crafting a brand exclusively dedicated to children.

In a market where winter sports apparel for children was often treated as an afterthought—merely a scaled-down version of adult products—Chopper Mill chose to break the mold. Rather than adapting products designed for adults, our approach was to design every element from a child’s perspective. This meant creating a product that not only addressed the unique functional needs of little hands but also resonated emotionally. The brand’s tone of voice, visual identity, and messaging were all tailored to speak directly to children who love to play outside. We even developed a children’s book that narrated the adventure and challenges of losing a mitten, capturing the genuine feelings of fear and confusion, and reinforcing the brand’s commitment to empathetic, child-centric design.

After identifying a competitive position uniquely our own, we turned our attention to executing a super-premium mitten product designed from the ground up. Our commitment to quality was evident in every detail—from selecting the finest materials to eliminating ink and minimizing tags, ensuring nothing interfered with the delicate movements of little hands. We further refined the design by integrating personalization options and innovative sizing mechanisms tailored specifically for children. With the product’s foundation in place, the brand began to flourish as we developed a cohesive brand language, compelling visual storytelling, engaging filmmaking, and an imaginative children’s book that brought the story to life.

In this entire journey, I played a pivotal, collaborative role in steering the go-to-market strategy. I was deeply involved in every phase—from crafting the narrative and conducting extensive market research to designing the product itself. I oversaw the direct-to-consumer distribution process, managing everything from the packaging and product tagging to the filmmaking that captured our brand’s essence. Additionally, I built the initial consumer website, seamlessly integrating our unique insurance model to facilitate sales. This comprehensive involvement ensured that every touchpoint of the brand was meticulously aligned with our child-first, premium vision.