The Chaos Theory Co.
The Chaos Theory Co. is an eco-friendly e-commerce brand I founded at 15, beginning with curated collage kits that paired collections of imagery with washi tape and expanding into additional environmentally conscious products. I built the brand across Etsy, its own website, and social media, managing everything from product development and customer experience to digital marketing and the technical systems supporting the storefront.
Why I Created It
I started Chaos Theory Co. as a way to turn my interest in visual design, creative products, and entrepreneurship into a real consumer brand. The original product centered on eco-friendly collage kits designed to make creative self-expression more accessible while incorporating more environmentally conscious materials, and the brand later expanded into additional products within the same space.
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How I Built It
I launched the brand on Etsy, sourced eco-friendly materials for the products and packaging, developed the visual identity, and managed product photography, listings, fulfillment, and customer communication. I later built a full-stack website to showcase the brand and products beyond Etsy and added an automated chatbot to answer common customer questions such as restock timing, expected delivery windows, and order-related information. I also managed the brand’s Instagram presence and social media strategy, which helped drive organic exposure through influencer mentions and customer sharing.
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Impact
The Chaos Theory Co. generated more than $40,000 in revenue and fulfilled over 1,000 orders in its first year. The brand also received organic social media exposure from multiple influencers, helping expand its reach beyond its original Etsy audience.
