MIXT
by nykaa fashion
Gen Z Streetwear Brand
Copywriter
[Brand Identity]
[Packaging Collaterals]
At Yellow Creative Agency
Press: [World Brand Design]
The Brief
A new age, inclusive, Gen Z streetwear fashion brand. A step for an established parent brand into streetwear as a category.
The Brand
The early 2020s was a time that saw the emergence of a bunch of niche Gen Z brands, especially within fashion, and they were received rather well.
Mixt was one such idea, extremely clear about who they want to target, the only question left was how? That was the center our problem statement.
When talking directly to Gen Z audience, all you need to be is sharp, you have a few seconds before they make up their mind about you, so do your best. With the design, with the brand personality, with the copy – that was our motto, sharpness. Each creative should invoke a feeling and tell the audience immediately if they're the right demographic or not.
After careful ideation, what comes together is a brand that fuels you to express yourself, unapologetically. I know 'unapologetic' was the word of the year 2022, but this time it actually held meaning.
The Copy
The brand definitely called for a fresh, laidback, relatable tone. The vocabulary was ‘Gen-Z’ified at the risk of sounding cringe. What many brands get wrong is that it’s not about using slang, it’s about the context. Within right context, it sounds great, in not the right context, well.
With Mixt, it was consciously decided to be a little free with our language, not emphasising too much on structure, but rather the message.
Afterall, the target audience are the first ones to recognise whenever someone is being inauthentic.
