The ‘Loquat’ catalogue was an experiment by the Haba fashion group to target another audience besides their main audience, which was chiefly 12-15 year old kids and their parents. As the new teenaged target audience would perceived the current catalogue as “uncool” a new brand logo and subbrand were required. This also entailed a more engaging and experimental approach to product presentation. Thus ‘Loquat’ pronounced low cut, was born.