Solution

'Beatnik' is a contemporary brand but inspired by the Beatnik generation of the late 50s to mid 60s; the care-free, rebellious attitudes and artistic sensibilities of that movement, as well as their pared-back chic style. Its branding was influenced by the mid-century modern style of interior design and furniture; the curved forms in the logo referencing the popular kidney shaped coffee tables of this time and the bold colours in the logo and patterns in the packaging, as well as the fashion of Mary Quant. Target consumers do not want to follow the crowd; they don't want fast-fashion; they value individuality, the arts, books, vintage, and simple always-flattering clothing with a nod to the era that was all about self-expression.

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