Mellowdrama is a fashion brand that specialises in t-shirt apparel for the young, fashionable and stylish woman. The brand exudes fashion that is chic, highly urban and stylish, with a slight twist of quirkiness. The branding created is basically an embodiment of what the brand stands for, which is young and dynamic. It is highly clean and contemporary, with straight lines that appeal to the minimal sensibilities of the modern and urban woman.