The compromise nobody questioned
Frustrating bra clips, awkward layers, staying home because it’s easier – moving through your day as a breastfeeding mum had always been an exercise in compromise. Ellah founder Clare Boyd had lived it and decided to solve it. We built the brand to match that conviction, from strategy and identity through to campaign, content, photoshoot production and a full digital experience.
A gap in the market
Nursing clothing had always been lumped in under general maternity wear, never quite treated as a category of its own. It was a gap we recognised because we’d lived it too, and one the market data confirmed. As postpartum recovery gains the recognition it deserves, demand for apparel built to meet it is growing fast. Postpartum and activewear are both expanding well ahead of average, and Ellah sits at the intersection of the two – function meets freedom and feel.
From one product to a whole brand world
A single product idea expanded into a full brand with a real world mission, brought to life through content, creator partnerships and full scale social and multi-channel media. Brand launch and market execution were top of mind from day one, but so was staying true to why it was created in the first place.
