Branding Design Agency

Project Title
Creating an age-appropriate and uplifting brand for 11-17 year olds who want to explore beauty.
Client
Indu
Category
Brand Positioning, Branding, Packaging

“We’ve been impressed with the quality of The Yard Creative’s work and think they’ve done a brilliant job.”

Aaron Chatterly, Co-founder of Indu

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Question

Beauty Brand

Indu came to us with an important question: how can we create an age-appropriate and inclusive brand that empowers an influential age group to explore their individual beauty? The challenge was a balancing act between a number of aspects: the desire for a fun, young brand with one that was responsible and conscious, being natural versus bold, encouraging confidence but avoiding narcissism, and appealing to two very different audiences: the 11-17 year olds themselves… And their parents.

The brand intends to stay true to the target audience and act as an eternally young brand for 11-17 year olds, rather than aging with them. This meant our positioning needed to reflect a very particular mindset for a very particular audience. We worked alongside the research agency Kids Know Best, who specialise in youth to uncover and delve into this audience’s thoughts and feelings.

Logo Design & Variations

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Change

A store for tomorrow that’s flexible for the future

We developed a brand synonymous with their primary target audience – something that would resonate with teens in an authentic and familiar way. The brand was created to be bold to celebrate courageous individuality (during what can be a difficult life stage), zesty to show our love of having fun and experimenting (but also to never hide who we are or how we’re feeling), inquisitive to reflect our curious souls (and love of exploring), and nurturing in our support of community (and conscious conversations). The whole brand was centred around an essence of ‘teen spirit’, to celebrate and embrace the journey of ‘teenhood’ and make it a stage of life supported by parents and loved by teens.