Client
Services
Verbal Identity and Visual Identity
Year
Visit
Decent Human Beings: A Youth Movement Disguised as Apparel
Decent Human Beings. set out to create a bold and culturally relevant brand identity that inspires youth in Aotearoa to live authentically and look out for others. The aim was to craft a movement disguised as apparel — a brand that resonates across generations while sparking positive cultural change and building strong community values.
Background
Decent Human Beings. is a culture-changing brand created to inspire youth in Aotearoa to live to a higher standard. The movement is expressed through apparel that makes a bold, wearable statement — being decent is the new cool. The brand draws on nostalgic Kiwi culture, channelling barefoot summers, caravans, and relaxed river days, while aligning with the straight-up, real energy of today’s youth.
The Challenge
The challenge was to design an identity that felt both bold and approachable — nostalgic yet modern — and could live equally well on clothing, social media, and within online communities. The brand needed to capture youth attention quickly while also creating intergenerational belonging and cultural credibility.
The Process
At Twixt Creative, we build brands that don’t just look good — they spark change. For Decent Human Beings., we developed a full identity system with visual and verbal elements designed to inspire a movement.
Verbal Identity
- Core Message: “Decent Human Beings.” is the statement itself — blunt, catchy, and wearable.
- Taglines & Messaging: Extensions like “Wear it. Live it.” and “Straight up. Be decent.” support the movement and invite ongoing storytelling.
- Tone of Voice: Straight to the point, real, authentic, and culturally relevant — inviting youth in while resonating with older generations.
Visual Identity
- Hearty Grin Mark: A stylised heart and smile combined, creating a memorable, versatile logo that embodies warmth and positivity.
- Logotype: A bold 70s-inspired typeface with overlapping characters and a final full stop housing the Hearty Grin mark — nostalgic, modern, and iconic.
- Submark: Retro-styled initials “DHB” as an alternative for apparel and brand recognition.
- Colour Palette: Muted retro tones paired with bold accents. Flat colours reflect trustworthiness and stability while maintaining a playful, approachable vibe.
Online and Social Presence
Social media is central to the movement, inspiring influencers and creators to generate uplifting content aligned with the brand. Playful, relatable posts connect directly with youth culture, reinforcing the message in ways that feel authentic and fun.
The Result
The Decent Human Beings. brand balances fashion and movement — creating something that looks good, feels good, and does good. It aims to build strong brand equity with youth by becoming a relevant, wearable statement of belonging. Beyond apparel, the brand provides a vehicle for shifting culture toward positive behaviours and will channel proceeds into community initiatives that support wellbeing.
Conclusion
Decent Human Beings. is more than clothing — it’s a statement, a community, and a call to action. By blending nostalgia with modern youth energy, the brand has created a space where being authentic, looking out for others, and living with decency becomes a mark of pride.
Latest works
