Punkee launches new website and verticals as part of refreshed brand vision
Punkee has unveiled a new brand vision, complete with a new logo and website.
Following the rebrand of its Junkee masthead earlier this year, which came with some hiccups, the youth publisher hopes to offer a breath of fresh air on the internet.
Led by editor-in-chief Alice Griffin and editor Katie Stow, the rebrand includes new team members, a new website, verticals, ethos, and brand identity – such as a new logo, fonts, suite of colours, and more.
The publisher has taken a social-first approach to content, with aims of becoming an authority in sex, lifestyle, and entertainment. Across its platforms in 2024, Punkee has reportedly had a 114% increase in audience reach from TikTok, Instagram, YouTube, and Pinterest.
The new website leans into this strategy, said to offer a creative solution to how young people consume content.
“From the very beginning, I was sure about what I wanted Punkee to feel like,” Stow said.
“A hit of dopamine; a gooey, optimistic corner of the internet where you can percolate on your pov, double-cleanse away expectations and have fun. To me, Punkee sounds like a playlist called ‘hottie trying to thrive in cowboy boots’ and tastes like the first sip of a vanilla iced latte (with whipped cream, obviously).
“It feels like opening your bedroom window after the world’s best sleep knowing there’s a whole day ahead of you to do literally whatever. Punkee is like Sunday, without the scaries.”
Punkee has launched three new verticals to cover the topics its audience cares about, and build on its authority.
Sex: Punkee will double down on its content around intimacy and sex, not shying away from honest chats about how it can change a person’s life.
Self care: This vertical will look at all the things people do to take care of themselves, including fashion, beauty, journaling, bedroom decor, and more.
Sugar on top: Punkee will also revise its take on entertainment, celebrating the ‘chronically online’ pop culture moments that Australia’s youth cares about.
The rebrand comes six months after Punkee’s pop culture masthead, Junkee, also underwent a rebrand. The rebrand was fuelled by this idea of “reporting that adds to the conversation, not the noise”.
“You can expect us to continue giving young writers a platform to say their piece,” Griffin said in June. “We’ll delve into the most curious corners of pop culture, sit across from politicians we don’t agree with and say things with our full chest.
“We’ll always honour the foundation built by the people before us, and Junkee 2.0 promises to be bolder, brattier and braver than we’ve ever been.”
However, the rebrand came with its challenges, as the website refresh temporarily wiped the history of the site.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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