Let’s talk about it.
The quick and dirty version is, seasons change and the brand needed to reflect that. Society is so different than it was in 2019 when APCo was created. Whole lives have been lived, transformed, lost, renewed and reawakened. How we as people see ourselves and each other has changed.
Also, I have changed. Like, a bunch. I have almost a decade more of study and practice (work) in branding, storytelling, and community. I am not fresh out of a college. I’m a little more mature and refined. Sexier. More blunt.
With the state of the society we are in, I wanted to tell different stories with the brand. I wanted to create new energy and branding that reflected the hope and buoyancy necessary to thrive in spite of collapse, facism, and uncertainty.
I created a space that reflects softness, but offers support and stability, while creating products that fit easier into budgets and lifestyles.
It’s the same thoughtfulness and the same intention. It is a challenge to the current status quo and a divestment from hours of screen time.
The conversation is always open. We are always evolving.
Welcome to Routine & Ritual.
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