Two start-up founders approached M.I. Design to create a brand around a small product range of sports/leisurewear aimed at 8-14 year olds. They felt there was a gap in the market for up-market and durable activewear for this age group which is sandwiched between kid and adult wear. They designed a short run of each product to test the market and we looked at creating a brand that was a ‘playful, stylish and highly covetable brand for girls who love being active’.