five below brand development
Admission is free. Everything else, $1 to $5. In 2002, the previous owners of Zany Brainy toys had a big idea but needed a face for it—so George’s face value stretched to hot new levels while a degree symbol took over the “o" inside the logo. Soon, Five Below's wild success and sheer volume of cool stuff had outgrown the original store design. Dimensional signage bumped out in Version 2.0, adding shopper-friendly, chaos-busting, color-coded categories. Today, Five Below has over 1,200 locations and offers an expanded take on buying power that’s still all about the Washingtons.
Creative direction | Art direction | Copywriting | Design