Brand Identity | Girl Power Life-style Brand
Hunica | 2023
Bad S
Overview
Bad S was a lifestyle e-brand launched on Etsy in 2023, created by a client who envisioned a bold, rebellious identity for young women. The brand name is a play on “Bad Ass”, aiming to resonate with a bad-ass-girl-young-woman attitude — fearless, stylish, and unapologetic.
As Hunica, our role was to bring this vision to life with a distinctive logo, modern visual system, and practical brand applications that carried the same edge and confidence as the brand’s name.
This project included:
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Logo design with a symbolic twist.
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Color palette & typography.
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Brand applications
The Challenge
The client’s inspiration stemmed from the Devil Wears Prada film poster — sophisticated yet devilish.
The challenge was to:
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Build an identity that felt devilish, rebellious, and classy at the same time.
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Translate the “bad-ass young woman” spirit into a strong but fashionable symbol.
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Ensure simplicity and adaptability across lifestyle merchandise.
Logo & Name Story
The Bad S logo plays directly on the devilish concept:
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Vertical strokes of “b” and “d” → designed as devil horns.
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Ending of the “S” → styled as a devil’s tail.
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Typeface → Quiche Flare ExtraBold, chosen for its serif elegance with bold, sharp character, balancing classy sophistication and rebellious attitude.
This combination made the wordmark instantly recognizable, stylish, and symbolic of the brand’s attitude.
Primary logo
Color variations
Color Palette
The palette was designed to be feminine yet powerful:
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Pink → energy, youth, vibrance.
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Black → strength, boldness, edge.
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White → balance, clarity.
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Light Grey → subtle sophistication and versatility.
Typography
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Quiche Flare ExtraBold → main typeface for the logo, giving it a devil-like but modern and classy appearance.
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Additional materials used simplified typography for legibility, allowing the logo to remain the hero element.
Applications
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T-shirt.
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Sleep mask.
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Tumble
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Paper bag.
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Phone case.
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Animated GIF
Conclusion
Although the brand is no longer active, Bad S remains a strong example of how naming, symbolism, and design can come together to build an unapologetically bold lifestyle identity.
© 2023 Bad S
Brand owned by Lauren Baro.