YEAH BRO
CLIENT: Yeah Bro
LOCATION: Queensland, AUS
CATEGORY: Doing good & things differently
OUTCOME: Brand Strategy, Brand Identity, Key Messaging, Copywriting, Packaging, Collateral
The team from Yeah Bro came to me with an epic vision to create a brand that's totally and completely for the boys. It's a brand with the most incred story. On the outside, they might look like an ecommerce lifestyle brand creating the coolest of clothes and accessories for boys up until around age 12. But really, they're driven by men's mental health, and creating a space for the boys where they can learn to speak openly about their struggles (and wins) from the get-go. They’re in the game to create a community that's just for the boys.
The brief for this project was all things bold, fun, energetic, wild and crazy, completely inspired by the kids who are what the brand is all about. Since Yeah Bro is for kids only (no grown-ups allowed), we wanted to make sure that every age group could still understand what YB are about - including the younger bros who are still trying to master the art of reading.
What better way to do that than with a brand that takes a complete visual approach, led by hand signals like the thumbs up, the shaka, peace signs and fist pumps. We paired these with a bunch of star shapes and stickers, much like how kids also plaster stickers on everything they see.
Throughout the process, I also helped the team bring to life their vision for their Cheeky & Kind Affirmation cards. They're a set of 40 cards, with 30 affirmations for the bros, and 10 affirmations/conversation starters for grown-ups. Each and every card has its own unique design, paired with the most fun packaging you've ever seen.
How is this different?
In case you haven't realised, there aren't really any epic boys brands for under the age of around 12. If you search around for some boys clothes, you'll find that the options are quite limited, and there don't really seem to be any brands who are specialising in clothes and accessories for the bros only. Yeah Bro are basically the first in this category, and are making waves with their focus on positivity, and starting the conversation around mental health much earlier in life. They're shaping better kid-hoods and better bros. And they look pretty damn cool while doing it.