Client: Large Sport Apparel Company
Description: For our consumer, it’s not just about cute shoes. It’s about offering her something that delights her, makes her feel special and unique. Fashion helps to define her identity; it’s something she can associate herself with. It helps her express who she is or how she’s feeling on a particular day. Fashion can also help her to fit in.
Brief: 2 Characters: 
Sweets: ultra-girlie, sugary-sweet, pop-princess tween
Spice: sophisticated, style-first, mature tween
These two mindsets (sugar/spice) have dynamic tension. They are complimentary opposites - Yin and Yang, wherein best friends are generally opposites.
Client Testimonial: “Fantastic work, we love them!”
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