No Bull

No Bull Movement- A bag company shifting its mission towards social activism and anti-bullying awareness.

I took part in rebranding, logo design, hangtag design, and asset management.

Project Brief

Problem: Ineffective branding in competing in today’s trends; wants to stand for a social change they’re passionate about

Solution: Complete rebrand and shift towards activism for anti-bullying

Audience: Young Parents and Social Activists (Ages 25-34)

Main Logos | Old Vs. New

Before rebranding, the company was known as Diaper Dude- a dad-bag company appealing to older parents as their audience.

No Bull is reaching towards a wider and younger parent demographic.

Branding Sheet & Alt. logo marks

We flipped the bull’s common representation of aggression to reflect our perspective of what a bull stands for- courage, perseverance, nobility, and no b.s.

Iconography for Web concepts

Hangtags for bags

The new hangtags reflect the bag features in a simplified design- highlighting different compartment usage and effective value propositions.

Team | ML Fashion Group

Art Direction: Chloe Cerami & Christian Guillermo

Design: Christian Guillermo

Copywriting: Liz Eldridge (ML Fashion Group)

Software: Adobe Photoshop & Illustrator

Fonts: Gotham & Wisdom Script

[2018]