An unapologetically nerdy brand that is designed for nerds selling anime and pop culture merchandise. Designed to be proudly opinionated and nerdy.
Co-founded consumer brand — identity, character system, product design and ecommerce, built and run end to end.
Products Launched
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Ad Platforms Run
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Social Channels
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Brand Built From Zero
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Case Notes
The thinking behind the work.
The problem
Standing out in a market of look-alikes
Anime and pop-culture merchandise is a crowded, fan-led market where most sellers compete on licence rather than brand. Pretty Nerdy needed to be a brand fans chose for its own voice — unapologetically nerdy, proudly opinionated — rather than another storefront of prints.
Design Decisions
- D-01
Mascot as equity
A proprietary character carries recognition, so the brand is not dependent on borrowed IP.
- D-02
Range consistency
Shared colour and type rules let individual drops have personality without fragmenting the brand.
- D-03
Commerce-first assets
Product, packaging and social were designed together so the listing, the feed and the unboxing match.
- D-04
Drops as a calendar
Releases are planned as a repeatable drop format, so demand builds around the brand rather than one product.
Role
- Co-Founder / Brand Director
Skills Used
- Brand Identity
- Management
- Print & Product Design
- Social Media & Marketing
Tools Used
Full brief — detail
Pretty Nerdy is a character-led lifestyle and merchandise brand built around anime, gaming and playful nerd culture. I helped shape a cohesive visual identity across packaging, digital content, website assets and promotional campaigns, creating a brand world that feels fun, distinctive and instantly recognisable.
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