The Nips by Nippies Retail Launch

In 2025 and 2026, Nippies — the leading bra alternative on Amazon — was flirting with growing retail opportunities across the country. Having contributed copy and marketing support for the brand over the years, I knew that getting involved with the brand’s line extension for Target, Walmart, and CVS would be a great way to get out of my typical comfort zone writing for a product I’ll never use. Just like my early days writing and marketing for the industrial and automation sector, I’ve always enjoyed the challenge of developing a deep understanding for a product. Discovering an empathy for the real, lived, “slice of life” problems it solves, and then finding the right words to tell the story. For this launch,  I was proud to bring my writing, marketing, and art direction experience to the table to name the brand, develop the voice, write the packaging copy, and apply that framework to every creative touchpoint across the board — from copy on product detail pages and videos to billboards, magazines, and more.

  • It was an absolute joy to develop the Nips by Nippies voice into retail-ready packaging while working with my favorite packaging designer, Chelsea Van Beek.

  • With a brand voice adapted from the parent brand and copy complete for packaging, the next step was art direction for product detail pages. I used my experience from managing Miss Mouth’s Messy Eater Stain Treater’s paid campaigns to develop creative poised for clickthrough and conversion.

  • Working with a talented internal team that could seemingly do the impossible our retail launches went off without a hitch and Nips by Nippies was quickly owning its category in Target stores online and across the country.

Setting the foundation

Packaging copy for Nips by Nippies

While the core Nippies brand voice is right at home in Nordstrom, Aerie, and Victoria’s Secret — its retail extension called for something more fun and approachable, like a stylish older sister letting you in on the little secret to greater confidence. Despite tight deadlines and eager retailers, I was happy for the opportunity to apply this voice to packaging for a national launch in Target, Walmart, and CVS. Getting to collaborate with Chelsea Van Beek was icing on the cake.

From developing a deep understanding about everything from our material claims to women’s fashion, setting the foundation for the brand to thrive with approachable, instructive, and retail-ready copy was a fantastic challenge. After launch, the brand quickly dominated its category in Target with plans for immediate product innovation.

  • Nips by Nippies: Lift

  • Nips by Nippies — Lift (Back)

  • Nips by Nippies: Flex Bra

  • Nips by Nippies : Flex Bra (Back)

  • Nips by Nippies: Stylin' Tape

  • Nips by Nippies: Stylin' Tape (Back)

Beyond Packaging

From copy for the CVS launch book to billboards for Miami Swim Week — the Nippies brand always provided ample opportunity to get creative. The opportunity to lead art direction for eCommerce images for Walmart and Target was also a great chance to see the project through from start to finish.

2026 CVS Launchbook — Copy & Art Direction

Rolling billboard for Austin Bridal Expo 2025 — Copy Direction

For Miami Swim Week (2026) — Billboard Concept & Copy

Nips by Nippies launch video — brand voice & copy direction

Magazine Ad (Parent Brand)

Before the Nips by Nippies retail launch dominated my brain, this manifesto-style editorial for the Nippies parent brand in Sum Magazine was a welcome opportunity to break from writing for eCommerce and slip back into my editorial roots.

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