alittlecoy: The Branding Story
Creating my label
alittlecoy began with two unexpected loves: koi fish and a stunning piece of vintage fabric.
When I first started thinking about creating a brand, I knew I wanted something playful, soft, and a little whimsical. Since childhood I’ve been fascinated by fish and marine creatures—especially koi. Their colours, their movement, their symbolism. Friends and family quickly caught on, and over the years they gifted me fish ornaments, printed textiles, adorned marine life. Including a fish in my branding felt natural.
Around the same time, a close friend gifted me a piece of vintage fabric she had found—delicate, feminine, slightly sheer, a pale mint green covered in tiny cream polka dots. “This looks like Jayde,” she said. She was right. I instantly began making cover button earrings with it, but after a few cuts I stopped. I realised how unique and irreplaceable the fabric was. Instead of cutting it apart, I decided to let it live on as the inspiration for my branding backdrop.
With these two elements—my lifelong love of koi and this treasured vintage fabric—the name alittlecoy came to me naturally.
The word coy captured the shy yet flirtatious feeling of the fabric’s soft pattern, while also becoming a playful nod to koi fish. A gentle pun that perfectly merged both parts of the story.
I was incredibly fortunate to be working at the time with a talented illustrator and close friend. We were both juggling creative dreams alongside our finance day jobs, often sharing ideas about our side projects during coffee and lunch breaks. She generously offered to illustrate my vision and took the time to understand every detail. Her artwork brought alittlecoy to life in a way I couldn’t have done alone.
To this day, my branding reminds me of the importance of friendship, encouragement, and community. My female friendships give me strength, and they continue to motivate me to create, to experiment, and to grow.
As my work has evolved, so has my style and confidence. The word coy no longer perfectly describes everything I make—some of my recent pieces have been called bold, expressive, even maximalist. While I’m not ready for a full rebrand, I’m making small adjustments to ensure the branding grows alongside my designs. And for now, my little koi remains at the heart of alittlecoy.
