Girl Be Great™ (GBG) is a lifestyle brand for girls between 6-12 years old that looks to empower girls with strong messages of internal self perception on how girls engage with the world.
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. The finished identity comes from an original illustration that has an expressive feel. Colors used are bright and encompass colors that are often thought as typically female and typically male to have a more inclusive fee. Type used is bold and takes up space, again not trying to be overly feminine with more ornate and swirly type.
