The concept behind the brand’s identity was the idea of a gestural symbol and a friendly salutation among youngsters—the fist bump gesture. Consequently, the "YOU" letters and a fist contour were fused into a graffiti tag-style logo that read both as wordmark and symbol.
Functionally, the main driver of the resolve was the social interaction, the appeal of building a “Bump" interaction—following the metaphor of Facebook's famed piece of gestural branding, the "Like", which signifies both befriending, sharing and appreciation.
Communication-wise, Brandient imagined a non-standard platform of gesture-driven branding in TV commercials and gesture-driven branded photography, to reinforce the standard visual identity.
Fist bump photo: © Brian Beckwith