A Hero without rebellion? Boring. A Rebel without heroism? Kind of a jerk. The magic happens when you balance the two. Elphaba rebels, but she’s fighting for something—truth, justice, and acceptance. That’s what makes her compelling.

We looked at consumer and cultural shifts over the last year, from research conducted independently, and for the brands we work with exploring stylistic shifts that we believe will be picked up by up-and-coming brands and integrated into existing brand personalities for effective targeting – and again in actual words instead of marketing jargon – we recking brands who use this style will be a hit with people who are bored of the same old self-depreciating shcpiel on packs they buy.