The idea of being part of a community of girls comes to life through the creation of a pack of relatable characters, introducing Kiara, Thembeka, Amy and Mia. Their individual personalities, vibe and style – from the fashion-forward Kiara to the bold, sporty Thembeka – feature across brand touch points and uniquely designed tins. This pack of friends come together to help girls through their individual experiences with a positive attitude.
The gradient logo celebrates diversity and individuality with bright brand colours and a contemporary, gamified aesthetic, opening up a playful visual world. The exaggerated bouncy logotype and empowering tone of voice represent the distinctiveness of the four optimistic characters as they become the reassuring faces and voices across all brand activations, such as posters for school toilets and digital applications.
