A brand for youth culture

The brand captures the free spirit nature of youth culture. Without trying to say it, the brand simply expresses the energy and life.

Using light grayscale images with the yellow allows us to maintain a strong and iconic brand.


The name is simple, memorable and own-able, using other words to express the spirit of youth culture.


We deliberately positioned the brand above 16 year olds, as we wanted the brand to target the youth below adulthood, aspirational to the young.

Wearable technology

An example of the brand on an Apple watch.

Brand expression

The brand can be expressed across any item and be recognised.


The brand is fresh and clean, with very simple graphics.


Simple poster campaign shown on the underground.