Case Study: IUBI40 – The Brand That Brought 40+ Back Into the Spotlight

In a nightlife culture designed almost exclusively for the under-30 crowd, a whole generation was left with no space to just be. No dance floor, no social codes they could relate to, and
certainly no community that spoke their language.

IUBI40 was created to change that.

Born out of a shared desire to reconnect — not with the past, but with a present that finally makes sense — IUBI40 is a brand dedicated to those over 40 who haven’t lost their appetite
for rhythm, presence, and joy. People who know exactly what they want, and who no longer feel the need to pretend otherwise.

The name IUBI40 works on two levels:

– Ironic, because it playfully flips expectations around age and relevance.
– Affectionate, because it speaks with warmth, in a familiar, slightly nostalgic tone.

It also echoes the cultural memory of UB40, subtly anchoring the brand in a shared generational reference. But here, the message is different: 40 is not a limitation. It’s a context that adds meaning.

Strategically, the brand sets out to normalize the presence of the 40+ generation in social and cultural spaces — not by asking for permission, but by creating its own rhythm, tone, and
rituals.

The brand was developed through a series of informal, honest conversations — the kind you’d have with close friends, late into the evening. We laughed a lot. We recognized
ourselves in the people we were creating for. For once, we were the target audience — and it showed.

Naming, tone of voice, messaging and design were shaped not around market segments, but around lived experiences. The result: a brand that’s soulful, sincere, and grounded in emotional clarity.

The visual identity reflects the brand’s essence:

• Simple, bold typography — with softness in form
• Warm tones, natural light, and textures that feel tactile
• Language that avoids clichés and speaks directly, but with soul

This is not a brand that tries to look younger than it is — it’s one that looks exactly like it feels: grounded, free, and alive.

The first IUBI40 event took place on June 14, 2025, at Apollo111 in Bucharest, between 5 PM and 10 PM. Over 250 people attended — entrepreneurs, freelancers, longtime friends,
strangers, and everything in between.

There was no posturing, no pressure, no performance. Just presence. People danced, laughed, hugged, read, got tarot readings, and left early — not because the party ended, but because it
ended well.

“We didn’t create IUBI40 to prove we still can. We created it because now we know exactly what we want.” — Alina Vîlcu, co-founder.

With four events planned each year, IUBI40 is not just a brand — it’s a new kind of space. One where joy becomes a conscious practice. And where doing good and feeling good can
finally exist in the same room.