With stores like Justice and Victoria Secret’s PINK, there is an over-emphasis on pink colors, hearts, and sparkle clothing that doesn’t always feel appropriate with this age group. There is a level of frustration parent’s feel that some clothing feels lewd or inappropriate for this age and sends the wrong message.
This brand has the opportunity to visually appeal to a generation of young girls and their parents with unique branded clothing and items that go beyond the stereotypes of what it means to be a girl. Everything created by GBG is meant to communicate a fresh idea of what it means to be an ‘all-around’ girl. The brand is about getting the most out of life by having a healthy and positive outlook on life.
The client knew that the core of the brand would center around a bee, much like Hello Kitty centers around the cat. This meant taking a look at different styles to express this foundational element that would than allow a flexible identity that works with this key element as well as having room to include other phrases as the brand grows.