About the Project

The Tiny Tub is an indulgent dessert brand founded by fitness creator Chandni Kurup. The brand brings together two ideas that usually sit apart: fitness-led discipline and the joy of dessert.

Coal Studios helped shape Tiny Tub into a community-driven brand built around portion-controlled treats, everyday indulgence, and creator-led storytelling.

The Challenge

Tiny Tub needed to stand out in a crowded dessert and D2C food space while staying true to Chandni’s fitness lifestyle. The brand had to make indulgence feel intentional, not excessive.

The challenge was to create a clearer identity, stronger content system, and more consistent growth strategy across social media, collaborations, UGC, offline activations, and sales.

Our Approach

We built a brand direction that connected portion control with pleasure, making Tiny Tub feel fun, approachable, and community-led. The content strategy blended fitness, dessert, lifestyle, and founder personality into one consistent storytelling system.

We also created a roadmap for product communication, creator partnerships, offline events, UGC campaigns, and performance-led growth.