Blueberry’s Shift from UGC Retailer to Visionary Brand Leader.
Today, we’re joined by Senior Designer Abbie Lilley as we explore our latest brand identity for Blueberry, where we’ve woven an irreverent Y2K aesthetic into the game-changing world of digital fashion
The goal was to build a brand identity for Blueberry that positions it as a Boundless Game changer, moving beyond a UGC retailer into the realm of being a cultural tastemaker. The brand had to lead, not follow, in defining what digital fashion looks like while staying relevant in real life. Confident, expressive, and elevated, Blueberry blurs the lines between URL and IRL with a vision that’s both pioneering and grounded in playful augmentation.
Central to this is ‘Dare To Be’, a brand attitude rooted in bold, unapologetic self-expression. It empowers people to show up as their truest selves, across both virtual and real spaces. More than a look, it’s a mindset that runs through every garment, persona and activation, positioning Blueberry as a champion of fearless individuality.
One of the biggest challenges was striking the right balance between nostalgic Y2K references and a fresh, forward-looking identity that would feel relevant and exciting to a Gen Z audience. The aesthetic had to tap into that early 2000s energy: bold, playful, and unapologetic without feeling dated or derivative.
Another major challenge was crafting a brand within the digital fashion space, which is still a relatively new and constantly evolving landscape. There’s no set rulebook, so we had to build something that felt authentic and aspirational while also being flexible enough to grow with the category.
Threading together fashion, technology and culture in a way that felt cohesive, not gimmicky was key. We needed to make sure the brand resonated not just visually, but emotionally. It had to feel wearable, sharable, and creatively empowering. Getting that mix right required thoughtful decisions at every level, from creative strategy to art direction, tone of voice and how we show up in digital and IRL moments.
One of the most exciting parts of this project has been the opportunity to explore how the brand comes to life through the in-game world and garments. It’s a rare chance to think beyond traditional fashion and imagine how identity, self-expression and style translate in a virtual space. From silhouettes to textures to styling cues and world building. Every decision had to feel true to the brand while pushing into new, playful territories.
Developing the personas for Blueberry’s avatars also allowed us to build characters that weren’t just visually striking, but full of attitude, energy and personality. Each of our ‘BBs’ (avatars) became a vessel for storytelling, embodying different moods, fashion archetypes and cultural references that made the world feel layered, expressive and alive.
It’s that fusion of fashion, gaming and character-building that made the project so creatively rich and genuinely fun to shape.
