Actress Amanda Bynes teamed up with nation-wide retailer Steve & Barry’s to create her own clothing line, Dear by Amanda Bynes. The collection was aimed at ‘tween and teen girls, ages 13-17. Art direction and design of the brand included store environmental signage, clothing labels, autograph cards, giftcards, and a look book that was sent out to the press & fashion magazines. To get the word out about the launch of her line, brand ambassadors called “dear girls” were sent gift bags of Dear goods resulting in numerous blogs about Amanda’s new line.
Brand Statement
Lookbook & Playing Cards
Dear Press Tour
Dear Holiday
An extension of the Dear Launch branding, the holiday look was refreshed with accents of snowflakes, garlands and other holiday imagery. Custom gift card designs reflecting the gift-giving spirit were packaged in charming tins.
Dear Promo Pack
This case study booklet documented the design process and the results generated from the Dear campaign. Coordinating cotton bags were constructed from t-shirts from Amanda’s line, which were then packaged in a metallic silver mailer.
Agency: Bernstein-Rein
Photographer: Matthew Rolston
Writers: Jane Waske, Elizabeth Paolini

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