New Logo and Identity for 2b by Tolleson

Launched in 2009 as a spin-off and concept store of the popular bebe (pronounced bee-bee) fashion brand, 2b provides a more affordable entry point into the brand through 51 stores across the U.S. and Canada, skewing towards a younger demographic and featuring designs that “reflect a glitzy vibe for the confident girl who loves to be seen and loves to be sexy”. In August 2b introduced a new identity designed by San Francisco, CA-based Tolleson.The 2B shopper exudes confidence. She is stylish, chic and on-trend, seeking fashion for a night on the town. The 2B woman was Tolleson’s muse as the studio engaged in an expansive discovery process. We pushed the label to embrace its fun and flirty fashion sensibility but held onto the equity of the brand’s signature heart ico