2nd Class Fanny

Brand Identity
Strategy
Positioning
Verbal + Messaging
Copywriting
Print + Packaging
Social Media
Campaigns
Environmental
Photography
E-Commerce Website

One-of-a-kind pieces made from upcycled materials

Make your fanny happy because sustainability is sexy! Lite Foot Company came to us to help create a sub brand based on their environmental commitment to turning trash into treasures and in a cheeky way to draw attention to not only their refillery retail store, but also their non-profit foundation aiming to create a greener more sustainable future through community initiatives.

We didn’t just build a brand, we built the stage for it to perform. After shaping the strategy, identity, packaging, and photography, we brought the vision to life through a Shopify storefront that channels the brand’s wit and unapologetic edge. The experience pairs sharp messaging with a clean, frictionless UI, proving that a fashion concept can be both fun and seriously shoppable.

Side view of a woman wearing a blue baseball cap, white t-shirt, high-waisted jeans, and a small red and white crossbody bag.
A vertical banner promoting 2nd class fanny packs made from upcycled materials, with colorful graphics, text, and images of fanny packs and accessories.
A smiling man wearing a Chicago Bears jacket, baseball cap, and sunglasses standing outdoors in a wooded area with sunlight filtering through trees.
Collection of colorful stickers with text that read '2nd class fanny' and 'made from upcycled materials,' some featuring a cartoon drawing of a butt, with background of a pale yellow color.
Pink background with yellow text stating primary hex color code #E7E438.
A digital graphic design showcasing different font styles and a promotional message for upcycled fashion. The left side features sample text in bold, regular, and space mono fonts with the alphabet and numbers on a pink background. The right side has a lavender background with text about reimagining fashion through upcycling, along with orange 'Shop Now' and purple 'Learn More' buttons.
A patchwork jacket with various shades of gray, blue, and white, hanging or displayed in front of a light yellow abstract background.
Two fabric lanyards with metal clips resting on a pastel blue and cream background.
A beige and blue patterned fanny pack with a zipper, placed on a pastel purple and cream background.
A woman standing outdoors surrounded by pink flowers and green leaves, with a blue sky and white clouds in the background. She is wearing a floral embroidered jacket and jeans, with her hands in her pockets, and looking at the camera.
A hand holding up a backpack that resembles a fanny pack, with bold red text overlaying the background saying 'upcycled treasures as unique as your personality' and smaller orange text reading 'celebrating the beauty of imperfection'; hashtag '@2ndclassfanny' at the top and '2nd class fanny' at the bottom.
Person holding a smartphone displaying an online shopping app with a women's blue blouse, labeled 'Cabanam Queen Romper,' priced at $40.00, against an orange background.
A man with a beard and green eyes looking at the camera, wearing a colorful striped shirt, surrounded by floating soap bubbles.
Multiple overlapping screens of online shopping websites displaying clothing, accessories, and bags with women modeling apparel, and outdoor scenery.
Screenshot of a website called '2nd class fanny' displaying various small bags, including personalized and graphic designs, with prices listed; menu options include Bags, Clothing, Goods, Workshops, About. 
Mega Menu
A woman wearing a blue denim cap, a white shirt under a maroon cozy quilt, and light blue jeans, standing against a beige background. The photo features a rainbow light reflection near her head. The text reads 'UPCYLED QUILT'.
A blue waist bag with a QuEST patch on a red and pink checkered background.
Four portraits of women and men, each dressed in colorful, casual clothing, against outdoor and natural backgrounds, pinned to a wall with thumbtacks, with a pink and purple logo reading '2nd class fanny' at the center.
A collage of four photographs featuring diverse young adults. The top left shows a woman with short brown hair, wearing sunglasses, a red sleeveless shirt, and light blue jeans, standing outdoors against a brick wall. The top right shows a woman with long dark hair, wearing a yellow beanie, colorful jacket, and dark jeans, standing indoors near a stone wall and wooden railing. The bottom left features a man with short dark hair, sunglasses, and a baseball cap, wearing a colorful racing jacket, standing outdoors in a wooded area. The bottom right displays a woman with shoulder-length curly hair, wearing a blue sleeveless top and grey pants with a striped tie, standing indoors against a light blue background.
Collection of colorful promotional posters for Fanny bags, featuring images of the bags and text such as '2nd class Fanny', 'pack your Fanny we're going out', and 'made from upcycled materials' in bold fonts and vibrant backgrounds.
A woman dressed as an astronaut with reflective pink sunglasses and patches on her silver space suit, standing against a space-themed background with an astronaut floating and cosmic particles. Text overlay: 'BAGS Get your Fanny on Shop Now'.
A fabric waist bag with a zipper, blue and beige colors, and yellow accents, placed on a sheet with vivid pink text that reads '2nd class fanny' and additional smaller pink text 'from upcycled materials' in a circular pattern.
Billboard advertising sustainable and secondhand fashion accessories, including fanny packs and a man and woman modeling casual outfits, with a city skyline in the background.
An outdoor billboard advertising 2nd class fanny, a product made from upcycled materials, featuring a man in a gray t-shirt and sunglasses holding a compact object and looking downward. The billboard has bright pink and yellow design elements with text and logos, located on a plain white wall.