Hype Lab is a fictional Gen Z women's fashion brand I built from scratch. Hot pink, bold, unapologetic. The logo is a chunky serif "hype" paired with a script "lab" — the contrast was intentional. It needed to feel like a brand tag you'd actually want to show off, not hide inside a collar.
Target audience: chronically online women, 17–24, who treat getting dressed as self-expression not a dress code. Goal: build a brand that feels peer-made, not corporate — because that's what actually converts with this demographic.
Hype Lab is a fictional Gen Z women's fashion brand I built from scratch. Hot pink, bold, unapologetic. The logo is a chunky serif "hype" paired with a script "lab" — the contrast was intentional. It needed to feel like a brand tag you'd actually want to show off, not hide inside a collar.
Target audience: chronically online women, 17–24, who treat getting dressed as self-expression not a dress code. Goal: build a brand that feels peer-made, not corporate — because that's what actually converts with this demographic.
