Where Are They Now? Danielle Kindschi of Baby Blossom Co.

Angie Chua

Baby Blossom Co. Logo


Are you wondering what happens to my Brick House Branding alumni post-graduation? What they do with the momentum + new-found knowledge? Curious about where they take their businesses in the year following all that hard work? I’m excited to introduce you to another BHB graduate who’s making waves!



This week, I’m excited to introduce you to Danielle Kindschi of Baby Blossom Co., who –along with her business partner and mom Cindy – creates affordable and hassle-free presents for new moms that don’t sacrifice style, practicality or quality. She was generous enough to share the rebranding experience that Baby Blossom Co. has recently undergone in the aftermath of her graduation from Brick House Branding. Welcome, Danielle… we’re honored to share your story!


Baby Blossom Co. - Danielle and Cindy


LBC: Why and when did you originally launch your company?

Danielle: We launched Baby Blossom Company in Spring of 2009 when we were on the search for a baby gift for a family member who lived across the country. We wanted to send something practical for the baby, but didn’t want to just send clothes stuffed in a box. My mom and business partner, Cindy, learned about floral arranging from my grandmother, and had the idea to turn the clothes into a flower bouquet. The mom LOVED the bouquet. We decided to start a little company and haven’t looked back!


LBC: At what point did you know it was time for a rebrand?

Danielle: Neither of us knew anything about running a business when we first started 8 years ago, so we really wanted to go back to basics and build a strong foundation. We actually weren’t planning on revamping our visuals because we had just rebranded 8 months prior to starting BHB. But once we started the program and learned how much more goes into a brand than just a pretty logo, we realized we needed something that better fit our brand message.


Baby Blossom Co. - Before
Baby Blossom Co. logo, BEFORE Brick House Branding and a rebrand


LBC: Please share a significant realization about the brand development process that you discovered while in Brick House Branding.

Danielle: We had always thought that because we sold baby gifts, and anyone can buy a gift for a baby, that we didn’t have a specific MVP (or target customer). Boy, were we wrong! Realizing that we can’t be everything to everyone helped us narrow in on the people who are truly interested in our product.


LBC: What professionals did you tag in to help with the process, and what pieces of the branding puzzle did you DIY?

Danielle: We worked with a copywriter, trademark attorney, graphic designer, web designer, and photographer. Both of us are very limited on time, so we decided to use our business savings to tag in reliable professionals to take some of the pressure off us, and we are so glad we did. There were pieces that we DIY’d, but I had professional help to start us off. For example, I had our copywriter write a sample description for each of our product types, then I used the template to write my own. We worked with a photographer for a styled shoot, but I shot the individual product photos. A lot of the professionals we worked with were suggested through BHB.


Baby Blossom Co. - Secondary Logo
Baby Blossom Co. secondary logo, AFTER Brick House Branding and a rebrand


LBC: What was the biggest obstacle you encountered during the rebranding process?

Danielle: The rebrand turned out to be so much more time-consuming than we ever imagined!  We decided to work on a project or two at a time so that we didn’t get overwhelmed. Even though we tagged in professionals to help with many of the projects, there was still so much time spent sourcing the vendors, providing them with feedback, etc.


LBC: How has your own perception of your brand evolved since graduating from Brick House Branding?  

Danielle: I finally feel like our brand matches how I’ve viewed our company all along. Everything feels cohesive and professional and we have a strong foundation under our business. Every time I look at our new website, I have to pinch myself that it’s really ours!


Baby Blossom Co. editorial photography, AFTER Brick House Branding and a rebrand
Baby Blossom Co. editorial photography, AFTER Brick House Branding and a rebrand


LBC: Are your products are being received differently by others since the rebrand? How has their reaction evolved?

Danielle: The new brand has only been live for about a month, so it’s a little early to tell. Our new website will launch in October, so I am excited to see how it is perceived all together.


LBC: Can you share a recent win that you’ve realized because of the rebrand? 

Danielle: We were approached by a large, well-known blog to collaborate on a baby shower. This is the first time we have been approached for a collaboration with an influencer of this size and I’m sure that the branding played a part in their selection.


LBC: How did Brick House Branding experience help shape your branding process?

Danielle: Not only did BHB provide us with the knowledge to rebrand our business from start to finish (seriously, Lela leaves no stone unturned!), but the exercises that were part of the curriculum made it an absolute breeze when working with hired professionals. We were able to hand over the workbooks we completed in BHB to the vendors instead of filling out a new questionnaire for each vendor. They were truly impressed with how thorough the information was and how well we knew our brand. It made the process a lot smoother and I feel it provided us with a better result because they were able to get an in-depth look at our brand up front.


Baby Blossom Co. editorial photography, AFTER Brick House Branding and a rebrand
Baby Blossom Co. editorial photography, AFTER Brick House Branding and a rebrand


LBC: What do you wish you had known at the beginning of the brand development process? What advice would you give to someone who’s getting ready to start the brand development process?

Danielle: Lela was very honest at the beginning of the process and told us it would be difficult and time-consuming. While we were amazed at the reality of that statement, I can’t say we weren’t fairly warned and the outcome was so worth it!

Our advice is to go into a rebrand with a completely open mind and don’t be afraid to start from scratch. Give yourself plenty of time and don’t rush through the process.


Thanks for catching up with us, Danielle! We can’ t wait to see what comes next for you + Baby Blossom Co. We’re cheering you on!


If you’d like to build a stronger, smart brand in 2017, then I also hope that you’ll consider joining me in the spring semester of Brick House Branding. This 8-week brand development incubator dissects awesome brands and then helps you build your own, brick by brick, with me working right alongside you to cheer you on and ensure that you’re on the right track. Enrollment for the first semester of 2018 is now open and will close on October 13, or as soon as we sell out of seats… so if you know you want a spot, be sure to mark your calendar today to ensure you don’t miss out. I’d welcome an opportunity to work with you!

About the Author

Angie Chua

No one on God’s green earth can pull off brightly-colored lipstick and a fedora quite like Angie Chua. Her 6’5″ husband and Instagram-famous dog live with her in the world’s most adorable airstream trailer in San Jose. Angie is a talented hand letter, a proud Dachshund mama, and the brains behind bobo design studio– a lifestyle brand for those with a serious case of wanderlust. When not speaking at maker conferences, installing public art, or traveling in her Weinerbago, she’s busy making everything prettier at Lucky Break, managing our social media, and lending ground support to our clients.

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