CUTIE SQUAD

ABOUT US

THE ESSENCE OF OUR BRAND

Our brand story

Congrats! You’re all grown up. Now what? Eat video-calls for lunch and look at a computer for the next 40 years? Hell no. Cutie Squad is not for boring grown ups, it’s for the adventurous person you were when you were a child. That playfull explorer, who believes fairytales should exist. Let us remember what we wanted to be when we were little. Always.

Growing up doesn’t stop you from making plans, being loose – you’re just doing it with a little more experience and wisdom. Cutie Squad is an open-minded community for people that ‘happen’ to be grown-up. Cutie Squad is built for every stage in your life. It’s a big world out there. Just remember to have fun exploring it.

WHO WE ARE AND WHAT WE PROMISE TO OUR CUSTOMERS

Our values & promise live together, as part of a framework that determines who we are as a
brand

CUTIE SQUAD’S BRAND PROMISE

To empower* people to live life their way; transforming adulthood into a carefree
exploration

OUR VALUES

Authentic

We promise to give the truth, the whole truth and nothing but the truth.

Open

We believe that the best in people comes out when they are able to express themselves freely and without judgment.

Thoughtleader

We walk our talk. We learned by living and gained expertise.

Fun

We’re here to remind people we shouldn’t stop playing if we happen to grow.

MISSION & VISION

Mission

To inspire people of all ages to express themselves freely and wander without compromise.

Vision

To be the most authentic and inspiring Kawaii brand

CUTIE SQUAD

Brand Strategy

We believe in doing everything we can to empower people to write their own story and choose* to be a superhero

We provide knowledge and inspiration as a toolset for a carefree grownup life. Therefore, we’ve created an ecosystem of stories with superheroes that take a spin on life.

*happiness is a choice

Every story has a superhero
Every superhero has a goal
Every goal has an adversary

Every story ever told, from The Bible to James Bond, has the same structure.
Every story has a hero. The hero has a goal and employs various means to achieve it. Standing in the way of that goal is an adversary

Gladys P. Nut’s

Story

In Gladys P. Nut’s story, her family are the superheroes. Their goal is to inspire grown-ups to express themselves freely and wander without compromise. They
fight against the ‘keurslijf’ that comes with growing up and the expectations from the current society. How? By going back to the essence of life: happiness.