Frolic Brand and In-Store Design


To keep pace with the Gen Z shopper, Belk dropped the “juniors” moniker and took the extraordinary step of rebranding their young contemporary department with each new fashion season. Theory House launched a rotating campaign with ‘Frolic’. Each season introduces a new inspirational verb containing an iconic ‘o’ – such as ‘Glow’, ‘Bloom’ and ‘Groove’.

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