Blueberry is a digital fashion brand with ambition to move fluidly across gaming, socials, real life and beyond, a true gamechanger with a boundless vision. Gen A and Z are embracing digital fashion as a tool for self-expression. The market is set to explode, but no brand had claimed the space. Blueberry’s previous identity was caught between techy gaming cues and overly youthful aesthetics, limiting their ability to express their ambition or lead the category. We needed to create a brand that positioned them as the true pioneer: trend-setting, not trend-following.

Blueberry already had the tools. A loyal audience. Cultural traction. What they lacked was a clear strategic frame that expressed both their emotional impact and ambition. We developed Dare to Be. A call to action and creative north star that captured the brand’s belief in limitless expression and its drive to lead. It became the foundation for building a brand world that could flex, scale and speak to an audience already hungry for change. But identity alone wouldn’t cut through. With no recognisable influencers in digital spaces, we built a set of avatars to carry the message. Each one reflected a different psychographic profile, turning a faceless brand into a world of expressive, evolving personas.

A brand built to evolve, pushing the boundaries of play and fluidity. The art direction blurs the line between IRL and URL, real environments merge with in-game ones, avatars stand shoulder to shoulder with humans. The colour palette centres on tonal purples, led by Vivid Blueberry, an electric, juicy tone that’s unmistakably ours. The logotype and marque carry digital cues - augmented, responsive, layered with glitch and motion. The marque expands into a pattern system that morphs and scales. Easter eggs are embedded throughout with moments of surprise and delight that reward exploration and reinforce the brand’s playful spirit. Every element of the identity is wired for evolution, designed to grow with culture and push it forward.

Brand Strategy, Visual Identity, Art Direction, Tone of Voice, Avatar Personas, Web Design