Family Dollar noticed an opportunity for its tween girls brand - extremelyMe. They asked us to transform the brand so that it would appeal to new and future consumers, while preserving some existing brand equity.

In a world of bright pink, star fields, and teen idols, the extremelyME brand was created for apparel consumers. Taking cues from the interests of tween girls in 2006, Family Dollar designed a brand that was preppy, pretty, and appealed to the consumers of the day. 

The result is a brand that is modern, expressive, and empowering. The identity has a degree of elegance that appeals to both the consumer, tween girls, and the primary purchaser, adults. Overall it communicates that the extremelyME girl should be inspired to color outside the lines!