YEAH BRO
CLIENT: Yeah Bro
LOCATION: Queensland, AUS
CATEGORY: Doing good & things differently
SCOPE: Brand Strategy, Brand Identity, Key Messaging, Packaging, Collateral, Photography
The team from Yeah Bro reached out to me with a vision to create a brand that’s totally and completely for the boys, with an incredible brand story behind the too. Yeah Bro are a community-centric ecommerce lifestyle brand with the coolest of clothes and accessories for young boys, whilst being driven by men’s mental health to create a space for kids where they can learn to speak openly about their struggles (and wins) from a young age.
The brief for this project was all things bold, fun, energetic, wild, and crazy, inspired by the boys who are what the brand is all about. This drove the thinking around creating a visual language of illustrations and hand signals like the thumbs up, shaka, peace sign and fist pump, so that even the younger kids who can’t read yet are still able to understand and feel involved with the brand.
This visual system was paired with a bunch of stickers and star shapes additionally inspired by the way kids love plastering stickers on everything they see.
Throughout the process, I also designed Yeah Bro’s Cheeky & Kind Affirmation Cards. They’re a set of 40 cards with 30 affirmations for the boys, and 10 affirmations and conversation starters for grown-ups. Each and every card has its own unique design, paired with the funnest packaging you’ve ever seen.
This project was featured with a write up on The Dieline which you can take a look at here.
How is this different?
There is a big gap in the market when it comes to brands specifically for young boys, and an even bigger gap in the market for these brands that are driven by community and social good. Yeah Bro are essentially the first in this category, and are changing the kids lives with their focus on positivity and starting mental health conversations from such a young age.