As the second phase of my final year dissertation, I was required to create a commercially viable concept responding to an unsolved consumer need. The key insight that derived from my previous research was that new mothers often struggle to embrace their new selves, and yearn for their older selves, when entering motherhood. Willowful, a direct-to-consumer, e-commerce upcycling service that repurposes mothers’ pre-baby / maternity clothing items into new meaningful, sentimental products for their baby / child, aims to empower self-acceptance and bodily-appreciation amongst mothers, and de-stigmatise the societal 'bounce-back' pressure. This was presented in the form of a business plan, encompassing a strategic marketing and communication plan and brand development.