The brand distinguishes its verticals with the help of colour.
The identity of Cult Fiction is further explored by playing with the circle element of the identity and introducing new elements such as photographs of fans which can be personalized in terms of background color and photo treatments. These can be further used as "identity-tags" by online shoppers on their profiles as well as used in the brand's communication. They can also become collaterals as stickers and badges or give-aways as well.
The point of this is to capture the target audience's spirited moments in life which reflect the brands values of empathizing with its audience.