When we launched RestickBrix in January of 2025, we thought we were building a sticker company.
We weren't.
It took us a while to figure that out. The clues were there early, in the emails from parents telling us their kids were building entire neighborhoods and running stories for hours, in the way Alex would peel and rearrange decals to change the scene mid-story, in the way Ben would drag out every pack we owned and spread them across the living room floor like he was setting up a movie set, and then pulling out their cameras to narrate the stories they were building. But when you're building a new product and business after a full day of IT work, you're not doing a lot of philosophical reflection. You're just trying to get traction and keep up.
About six months in, we started questioning whether RestickBrix could stand on its own as a business. And whether a one-product business was even what we wanted. That is when we stopped long enough to ask the real question: what are we actually building here?
We noticed the best times we were having together playing as a family were when we were making up stories in the car, making up a game around a restaurant table, or building crazy creations with every different building toy in the house.
We weren’t building a sticker company. We were creating space.
Space for kids to tell their own stories, on their own terms, without an instruction book telling them how. Space for parents to step back, not because they don't care, but because they trust their kid to figure it out. Space for the kind of play that doesn't have a right answer or a finished state or a manual. The kind of play that looks like chaos from across the room and looks like genius up close.
We thought about what else we wanted in our own home. And that’s when we started building Our Big Page.
The problem with one product, one brand
Our Big Page started life as its own brand with its own website and its own social accounts. That felt like the right call at the time because it was a completely different product, a different format, a different experience. Why confuse customers by lumping it in with the decals?
The answer, as it turned out, was everything.
Running two separate brands meant two separate websites, two separate email lists, two separate social presences, two separate ad accounts, two separate everything. For a (mostly) one person operation packing orders from a house in Coventry, Rhode Island, that's not a strategy for sustainable growth. That's a recipe for doing everything at half speed and twice the price.
But the inefficiency wasn't even the biggest problem. The biggest problem was that the two brands had no way to talk to each other. A parent who loved RestickBrix had no idea Our Big Page existed. A parent who discovered Our Big Page had no reason to look at RestickBrix. And neither of them had any context for what connected the two things; the philosophy that made them both worth making in the first place.
We were trying to build a product lab and instead we'd built two isolated experiments.
What Unstructo actually is
Unstructo isn't a rebrand. It's what RestickBrix grew into once we understood what we were actually making.
Every product we sell, and every product we'll ever sell, passes what we call the Unstructo Test. Can a kid start on their own in under a minute? Can they make it theirs? Can they clean it up themselves? Does it invite them to feel, explore, and create freely? If the answer to any of those is no, it doesn't ship.
RestickBrix passes. Our Big Page passes. Everything we're working on next will have to pass too.
What Unstructo gives us is a home for that philosophy. A place where a parent who picks up a pack of RestickBrix can discover Our Big Page, and understand immediately why both things exist in the same shop. A place where we can say clearly: this is what we believe about play, this is how we test for it, and these are the tools we've built so far. And a place where parents and grandparents can shop with confidence. Not because we have a marketing department telling you our products are great, but because we're a real family that has tested everything with our own kids, in our own home, and wouldn't sell it if we wouldn't hand it to Alex and Ben first.
The name RestickBrix isn't going anywhere. It's the flagship. It's where this started. But now it lives inside something bigger, a brand built around a way of thinking about play rather than around a single product category.
What comes next
We're not going to tell you exactly what's coming next, because we don't fully know yet. That's the honest answer. We have ideas. We have prototypes. We have two kids who are very willing to destroy things in the name of product testing.
What we can tell you is that everything we build will start with the same question: does this give kids the space to do something genuinely theirs? And everything we don't build, every idea that doesn't make the cut, will fail that test in some specific way that we'll probably write about here eventually.
Unstructo is a product lab that happens to sell things. The things it sells are just the ones that passed.
We're excited about what that means for what comes next. We hope you are too.
Bryan Brannigan
Unstructo — Coventry, Rhode Island
Unstructured on purpose.
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