Defining a digital fashion house for limitless expression
The Challenge
Digital fashion was moving fast, driven by Gen A and Gen Z using avatars, skins and virtual goods as tools for identity rather than novelty. Expression was becoming fluid, multi-world and increasingly central to how younger audiences see themselves.
Blueberry was already part of that movement. It had a loyal audience, cultural traction and ambition to exist across gaming, social platforms and real life. But the category itself was still undefined, and Blueberry’s identity had not yet caught up with the scale of its vision.
The existing brand language sat between technical gaming cues and overly youthful aesthetics, limiting its ability to speak with authority or lead the space it was helping to create.
The challenge was not awareness. It was legitimacy.
To claim leadership, Blueberry needed to move beyond platform language and establish itself as a fashion house built for the main characters of tomorrow.
Strategy
We reframed Blueberry’s role in culture from a digital fashion platform to a space for limitless expression.
Rather than anchoring the brand in technology or trend, we centred it on identity. On the belief that self-expression should be fluid, personal and unconstrained by physical or digital boundaries. This became Dare to Be.
Dare to Be was not treated as a slogan, but as a strategic directive. It defined how the brand behaves, what it enables, and who it gives permission to become visible.
The strategic shift moved Blueberry away from explaining digital fashion and towards legitimising it. The brand no longer described a space. It claimed one.
Approach
To bring this strategy to life, we designed Blueberry as a living brand system rather than a fixed identity.
In the absence of recognisable figures in digital fashion, we created a cast of avatars to embody the brand. Each avatar represented a distinct mode of expression, reflecting different psychographic identities rather than a single ideal. Together, they turned Blueberry from a faceless platform into a world of evolving characters.
The brand world was built to move seamlessly between IRL and URL. Real environments merged with in-game spaces. Avatars stood alongside humans, not apart from them. Motion, layering and responsiveness were embedded from the outset, allowing the brand to flex across platforms, drops and cultural moments without losing coherence.
Outcome
Blueberry emerged with a brand designed to evolve at the pace of culture.
The identity operates as a flexible system rather than a static mark. Tonal purples anchor the visual language, led by Vivid Blueberry, an ownable core colour that signals confidence and recognition. The logotype and marque adapt through motion, augmentation and pattern, shifting with context rather than remaining fixed.
More importantly, the brand changed how people participate. Digital fashion became less about consumption and more about authorship. Less about trend adoption and more about self-definition.
Blueberry didn’t just receive a new identity. It gained the ability to support expression across worlds, and to grow alongside the main characters shaping what comes next.
Strategic Scope
Brand Strategy & Positioning
Brand Framework Development
Audience & Cultural Insight
Creative Scope
Brand Identity Systems
Art Direction & Visual Language
Narrative & Verbal Identity
Motion Design & Brand Dynamics
Digital Experience Design & Development
Launch & Pop-up Concepts
3D & Avatar Design
Studio NARI team
Creative Director
Design Director
Design Lead
Designers
Designers
Strategy Director
Strategist
Strategist
Motion Designers
Motion Designers
Digital Designer & Developer
Project Manager
Client team
Amy Madison Luo
CEO & Creative Director
Cynthia
Growth Director
Alex Bones
Brand Consultant