The focus of the brand is all about sisterhood, a non-judgment zone, with a twist of fun talks with your BFF. The brand needed to reflect that community feeling with a welcoming energy to show and support all different kinds of women/non-binary born in the 90s as anyone and everyone can feel that they belong here.

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When thinking about your best friend’s house, and going into their room and seeing how cool it looks. The shades of pink, green, purple, and red give a fun and true y2k concept which plays really well into future merchandising and promotional products, which was important when thinking about how to develop the brand further.