How Grumpy Kid Studio Built a Viral Creator Brand (Then Closed It on Her Terms)

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Most creators dream of going viral. Garbo Zhu actually did—over and over again.

With nothing but a pottery wheel, a TikTok account, and a distinctly grumpy sense of humor, Garbo built Grumpy Kid Studio, a brand that sold out handmade ceramics to a global fanbase and amassed hundreds of thousands of followers (2M+ today). But it wasn’t just the aesthetic that made her stand out. Garbo branded herself, her values, and her irreverent take on the “girlboss” lifestyle exceptionally well.

In this case study, we’ll break down how Garbo Zhu built Grumpy Kid Studio into a globally recognized creator brand through content-first growth, visual storytelling, and merch with a soul—and what Dreamship sellers can learn from her journey, even though she eventually shut it down to start something new.

Brand Snapshot 

• Name: Grumpy Kid Studio
• Founded: 2020 
• Founder: Garbo Zhu
• Location: Montréal, Québec, Canada
• Niche: Handmade pottery (mugs, vases, incense holders) with expressive faces and quirky characters
• Notable Stats: 
  • Multiple viral TikToks with millions of views
  • Sold out nearly every product drop within hours
  • Grew from a solo artist to a full production studio with 5+ staff

Origin Story

Garbo Zhu started making pottery in 2020 during lockdown. Her early work, featuring handmade mugs with slightly pissed-off faces, reflected both her personality and a design sensibility that stood out in the sea of minimalist beige ceramics.

She started posting process videos and featuring her creations on Instagram before moving over to TikTok, where her content also quickly gained traction. Her work struck a nerve with young, online audiences: it was funny, self-aware, chaotic, and very online.

As demand grew, Garbo transitioned from selling one-off pieces to launching collections via Shopify, operating under the name Grumpy Kid Studio. Every mug, plate, or incense holder had a name, a vibe, and usually a frown.

What She Sold (And Why It Worked)

The brand’s catalog revolved around highly expressive ceramic objects—mugs with seasonal flairs, trays with food themes, vases with grumpy animal features. These weren’t just vessels—they were characters, sometimes with backstories.

Source: https://www.instagram.com/garbo.zhu

While the products were handcrafted, the merchandising was extremely on-brand for POD-style sellers:

• Product formats: mugs, candles, ornaments, and even stickers—items Dreamship sellers already support
  
  
• Visual consistency: Every product lived within a cohesive aesthetic (moody pastels, frowny faces, bumpy textures)
  
  
• Limited drops: Scarcity drove hype, and each launch felt like a mini event
  
  
• Humor and whimsy: Unique designs not available with mass produced goods

TikTok as a Growth Engine

Garbo Zhu’s TikTok success wasn’t accidental. She mastered a creator-led content strategy that emphasized:

• Behind-the-scenes process: Pottery in progress, glazing, kiln reveals
  
  
• Creator personality: Dry humor, anti-hustle aesthetic, frequent storytelling
  
  
• Audience engagement: Responding to comments, naming pieces based on fan suggestions
  
  
• Unfiltered authenticity: Messy studio tours, shipping day chaos, mental health check-ins

Her most successful videos followed a repeatable formula:

• Hook: A quick flash of the product and its inspiration
  
  
• Process montage: Wheel throwing, painting, firing with a story voiceover
  
  
• Reveal: Final product from different angles
  
  
• CTA: Drop details

Sales spiked immediately after every drop. Within two years, she’d outgrown her home studio and moved into a Montréal workspace with a small team. According to a tubefilter interview in 2023, the studio sold 400-500 pieces per month.

Scaling the Studio (And Shutting It Down)

Unlike most creator brands that scale forever, Garbo chose a different path. In 2023, at the height of her popularity, she announced she was closing Grumpy Kid Studio.

“Nothing but thankfulness 💕 Starting Grumpy Kid Studio 3 years ago, in my parents’ livingtoom was the best decision I could have made. Thanks to all of you, I get to live my dream daily. This journey has taught me a lot, about how to run a business, hwo to curate an online audience, but now, its time to say goodbye. I have been boxed into creating with this very specific style, and now I am ready to try something else! It could be jewllery, fashion, and many more. I can’t wait to show tou what I have in store. :) Don’t worry, we will still be making until the end of 2023, consider this as a little heads up! Workshop detail: we are hosting a one week pop-op hand-building workshop at the @STACKT Sept 26-Oct 1st. Check our site for more detail ✨ Btw! I won’t be deleting any content from this account, but it will be transformed to more personal development content. 🌿 Stay tuned for more to come, but not now, business as usual, chat soon! ☕️”

Since then, Garbo has continued sharing glimpses into her life with her TikTok audience. Her videos consistently get tens of thousands of views with many reaching hundreds of thousands. 

While the decision to close up shop may seem counterintuitive, it’s part of her appeal: she stayed true to her brand voice, even in exit.

Brand Building Lessons for POD Sellers

Even though Grumpy Kid Studio wasn’t POD in the traditional sense, her strategy offers rich insights for Dreamship sellers looking to stand out:

• Design with a Point of View

Everything Garbo made had a distinct personality. POD sellers can mimic this by building collections with character—not just slapping random slogans on blanks.

• Let the Creator Be the Brand

She was the brand. Her voice, humor, and studio chaos made the products feel human. If you're comfortable on camera, lean into it. If not, consider featuring customers, collaborators, or even fictional mascots.

• Make Drops Feel Like Events

Every launch came with sneak peeks, countdowns, and limited stock. Scarcity + hype = higher perceived value.

• Normalize Imperfection

Her videos weren’t polished and some of her most popular launches were the results of mistakes—and that made them more relatable. Many TikTok-first brands succeed because they don’t look like traditional ads.

• Prioritize Community Over Catalog

Even when she launched just 10 mugs, she made fans feel seen. Your store doesn’t need 100 SKUs—just one or two that resonate.

Why It Matters for Dreamship Sellers

Garbo Zhu didn’t just sell mugs. She sold mood, voice, and emotional resonance—and proved that even tactile products can scale like digital ones when paired with the right content.

For sellers using Dreamship to offer mugs, tumblers, home decor, or apparel, Grumpy Kid Studio offers a blueprint for how to:

• Build a niche brand with visual personality
  
  
• Leverage storytelling and humor to drive sales
  
  
• Keep customers engaged without paid ads
  
  
• Exit gracefully (if needed) without selling out your brand integrity

Even though she moved on, the brand she built continues to inspire a new generation of creators.

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