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