Sector: Retail Company: Girl Be Great Discipline: Branding, Logo Design and Development
A lifestyle brand for girls ages 6–12 focused on building confidence.
Girl Be Great™ (GBG) is a lifestyle brand for girls ages 6–12 focused on building confidence and positive self-identity.
The challenge was to break away from a category saturated with pink and sparkle. More concerning is the mature aesthetics that often feel inappropriate to both girls and parents. The brand needed a visual language that felt empowering, age-appropriate, and expressive—without relying on tired visual stereotypes of girlhood.
Girl Be Great
At the core of the identity is a custom-illustrated bee—representing curiosity, activity and kindness—serving as a recognizable brand anchor. The illustration style is expressive and slightly imperfect, giving a feeling of warmth and personality while avoiding a polished, overly “cute” look.
Bold, space-claiming typography was chosen to communicate confidence and strength, intentionally steering away from ornate or delicate typefaces often associated with being more “girlie”.
Girl Be Great
The color palette blends traditionally “feminine” and “masculine” hues, reinforcing inclusivity. Together, these elements create a cohesive identity that feels playful yet grounded, supporting Girl Be Great’s mission to redefine what it means to be an all-around girl.
