What happens when you take the emotional intensity of girlhood and let it grow up properly? You get ALL GROWN UP.
This is another fictional brand concept created as part of my collaboration with packaging designer Jennifer Carlsson (check out Not Your Daughter’s if you missed it). Both projects live in the same universe of brands I dreamed up, but this one leans less cheeky rebellion and more emotional self-care with nostalgic comfort.
ALL GROWN UP is built for the women who still get butterflies when they hear the opening chords of a song from 1994. Who journaled their way through every crush, wore glitter gel like armour, and now know the power of magnesium, scalp oil, and boundaries. The women who didn’t outgrow fun, they just outgrew nonsense.
The audience insight:
ALL GROWN UP was developed with Gen X and Millennial women (late 30s to 50s) in mind who…
- are done with beige, and want colour back in their lives
- grew up on CK One, teen magazines, and bedroom floor feelings
- now want products that actually work for grown-up bodies and lives
- crave sensory, tactile experiences that feel comforting and alive
- want brands that speak to them with intelligence, warmth, and humour
There’s also a secondary audience quietly circling this energy: younger consumers who are burned out on clinical minimalism, the artificial nature of the digital world, and craving something warmer, more human, and emotionally resonant.
Nostalgia isn’t the point here. Connection is.
The concept:
ALL GROWN UP is a self-care brand rooted in nostalgia, but designed for real adult needs. The products would look cute on your bathroom shelf while actually supporting your nervous system, skin, and energy. This brand doesn’t pretend you’ve stopped evolving: it recognises that being a woman is still a coming-of-age story, just with better taste and stronger boundaries.
Why this matters
Most wellness and beauty branding still treats midlife like something to be erased, neutralised, or toned down. ALL GROWN UP asks a different question: What if we designed for women who already know who they are and still want joy, play, and beauty on their own terms?
The brands in these collaborations may be fictional, but the research, insight, and creative thinking behind them are very real. This project is part of an ongoing exploration into how nostalgia, emotional intelligence, and human-centred creative direction can build brands that actually resonate.
Consider this another invitation back into your teenage bedroom, only this time, the self-care is better.
Concept, creative direction & photography: HIYA MARIANNE
Packaging design: MINTOIRO
Poster concepts: collaboration
Taglines we loved:
🩵 Because being a woman is still a coming-of-age story.
✨ She’s still in her room. Only now she takes collagen.
💿 Your face might be 47, but your soul still smells like CK One and rebellion.
Want help bringing something like this to life for your brand?
I can bring creative direction to help you develop your brand or product, as well as create still life photography and campaign visuals that are colourful, beautifully human, and emotionally intelligent. Let’s make your next shoot feel like a messy bedroom, a good cry, a friendship bracelet, and a dopamine hit all at once.