Choose Friendship

Revitalizing an established brand to resonate with a larger demographic

  • Packaging


Choose Friendship came to BRIGADE to strategically refresh their brand and stand out in an increasingly crowded space. As a product centered on social connection, they were looking to tell a story that offered more depth and excitement. Preserving the heritage of the brand remained important as well; Choose Friendship’s pioneering product, the My Friendship Bracelet Maker®, was developed by a former automation engineer who discovered the need for the product while babysitting his granddaughters. Since then, the My Friendship Bracelet Maker® has grown into a household name, but due to outdated branding, the product was getting lost on the (virtual) shelf.


We took a streamlined approach; refreshing the brand through the lens of packaging. We started by conducting independent desk research — reviewing existing materials, trends in the space, competitors, etc. Next, we leveraged our research to develop refreshed packaging and key messaging, accompanied by a new logo — leaning into patterning while being mindful of reaching a more sophisticated pre-teen. Finally, we captured the updated visual elements of the brand (logo, colors, fonts, graphic elements, etc.) in a comprehensive brand toolkit — setting the Choose Friendship team up for consistency across all consumer touchpoints and long-term recognition.

This does not constitute an endorsement of any kind.


View our work.