I’ve been incubating this idea for a few years – registering tidyowl.co in 2024. The idea comes from growing up with a mother who kept everything neat, who cared for those around her, and who ran her own cleaning service. It comes from chores I do every day, like making the bed, wiping down the table after breakfast, and sweeping the common areas. I think of them as daily rituals. They slow me down and give me time to think.
Building on this idea, I’ve started a home lifestyle brand around mindfulness, cleanliness, and owls. Why owls? My mom loves them!
Custom caddies are Tidy Owl’s hero product. However, I’m starting with a drop-shipping provider to build awareness and test different products.
It was a tough pill to swallow. I’d rather start with the product the brand is for. I haven’t been idle: I’ve been testing products and putting stickers on spray bottles and buckets to see how they feel. But custom caddies mean dedicated design time, product development, inventory, and a team I don’t have. I’m doing this solo, and I don’t have the resources to start there. So merch goes first.
The logo package is finished: primary, secondary, and tertiary marks, plus a typemark and icon. I’m now designing the merch on top of it: aprons, napkins, placemats, totes, and anything else that fits. Graphics are scaled for the drop-shipper’s print areas and templates, so I’m working within limits I don’t control—limited printable area, limited product selection, and a limited budget.
I have two reasons beyond the money. First, the merch is a test. I’d rather find out whether the owl resonates with anyone before I commit to making the caddies. If the designs and idea resonate, I’ll keep going. Second, it keeps me designing. The studio runs on client work, and making products between projects keeps my practice moving: the mark, the layouts, the print files, the store, and something a person can order.
The merch isn’t a consolation prize. It’s the first thing Tidy Owl sells, and the caddies are what it’s for.
Where it stands: logo package done, Instagram handle claimed, Substack at tidyowl.substack.com, merch designs being finalized, drop targeted before Thanksgiving, no date yet for the caddies.
– Fall 2026
T.V.
