THE RESET

For a while, we played it safe.

As this little brand of ours grew, so did the number of opinions about what it should look like. We were told the curse words made us harder to place at larger events. We were welcome in certain spaces—as long as certain products stayed home. There was “pearl-clutching”—yes, that phrase was actually used—plenty of advice, and a very clear idea of what the brand would need to become to be more widely accepted.

And somewhere in all of that, we listened.

The brand started drifting toward something more familiar, more polished, and easier to sell. We softened the designs, second-guessed our instincts, and made choices for a version of KyElla that looked perfectly fine.

Fine isn’t good enough.

KyElla Design Co. grew because people connected with the things that felt most like us: the bold ideas, the blunt sayings, and the pieces we made because we wanted them—not because we expected anyone else to. We had started working against the exact instincts that built a business we never intended to start. Then one day, we looked around and barely recognized what we had built.

So we took back control.

This rebrand wasn’t about becoming something new. It was about walking away from the version that never quite belonged to us. We disappeared for a while and figured out what we wanted the brand to look like. More importantly, we surrounded ourselves with people who saw the vision as clearly as we did.

Our rebrand shoot lasted 13 hours. We wrapped at 1 a.m., and the vibes were HIGH. The floor, the walls, and Jenna were covered in birthday cake. Dina and Brit were still half-naked and posing around the studio while Azur kept shooting. We were pulling Trix cereal off Azur’s pants, and Jenna somehow kept filming through all of it.

For the first time, we weren’t explaining the vision to the room. Everyone was already in it. That night, everything clicked: the ideas, the images, the words, and the entire fucking point.

That was the night KyElla Design Co. became KYELLA.

KYELLA is bolder, sharper, louder, more intentional, and finally ours. It’s also absolutely not for everyone. The people it is for won’t need it explained.

Welcome to the Reset.