we want the logo that is optimistic, playful and action oriented that skirts the line between being edgy and innocent. Our target is middle school girls, however, we want moms to love this brand as well, so although we want it to be a little unique and edgy, we want it to be something that moms will feel good about. (also, just as a helpful hint: Tweens are 11-14 but aspire to be 16-18 :))
Given the origin of the name (Bezzie Mate = best friend in UK), a British inspiration could be part of the design.
Also, the products are all natural, although we aren't leaning too heavily into that for the brand messaging, since it is a product attribute that is far more important to moms than tweens.
As for the color palette, the attached document was our inspiration. we really liked the combination of the colors in the deck, but don't have a specific PMS color identified. And the logo doesn't have to use all of the colors. would love to see different iterations with the different colors.