Five Below
Overview
Five Below is a discount retail store that sells trendy products for $5 or less. They pride themselves on allowing everyone to shop guilt free regardless of their budget. At Five Below the focus is on fun and enjoyment rather than other value brands where the focus is on budget friendly prices.
Challenge
The current branding is inconsistent in its typography. It leaves consumers confused and overall does not effectively communicate what the brand is. Create a dynamic rebranding for a value brand that translates the company’s inner meaning into effective visuals, while also setting it apart from its competitors.
Solution
A consistent style and tone, including a new mascot logo, that speaks to Five Below’s brand profile. A holiday pop-up event will take place to introduce the new mascots to the public.
Team
Kay Bunting - Brand Designer
Eliana Porter - Brand Designer
Gwendolyn Chin - Spatial Designer
Tools
Illustrator, After Effects, Figma, Miro, InDesign
Dynamic Mascot Logo
For Five Below, the world would be a better place if people were kind, understanding, and cared about who they interacted with. The rebranded logo reflects the joy and care that Five Below strives to represent.
Meet the Team
Our primary penguin mascot is joined by his friends for promotions, signage, and events. These mascots will create a more friendly, and fun feeling to the atmosphere of the brand.
Peter the Penguin
Primary Mascot
Polly the Polar Bear
Secondary Mascot
Meet the Team
Simone the Seal
Tertiary Mascot
Freddy the Fox
Tertiary Mascot
Marty the Moose
Tertiary Mascot
Typography
The supporting typography uses a rounded style to complement the logo and brand personality. It’s sans serif nature is approachable and welcoming.
Color Palette
We wanted to update the color palette without losing brand awareness so we chose a lighter more saturated blue to represent the joy the brand brings to its customers.
Each mascot has its own unique color palette to complement the primary color.
