Fifty-Fifty is a loungewear concept built around rejecting the polished ideal of the “clean girl.” Starting with qualitative research and persona development, we explored how younger consumers relate to comfort, imperfection, and the pressure to present a curated lifestyle.
Working collaboratively, we developed the brand’s identity, visual language, and tone of voice around irony and everyday reality. The campaign builds on the idea of rejection therapy, turning everyday acts of refusal into an expression of the brand’s anti-perfectionist attitude.
The final brand book was presented through a customised iPhone 6s, designed as a doom-scrolling experience that reflects the audience’s relationship with social media.
Concept
Brand Book & Campaign
2024