Objective
Create a brand identity for an apparel and swimwear company with beachy vibes and universal appeal.
Challenge
Develop a logo concept that represents the ocean and time at the beach without incorporating water as a visual element in the final concept.
Primary Logo
Creative Direction
Approachable
Playful
Simple
Concept overview
Highlighting the environmental joys of a perfect day at the beach, like plants, sunshine, and sea life. Logo icon and text customizations applied with intentional subtlety.
Rationale
Beach Day is an exploratory project to build a brand system for a company that sells beachwear for the whole family. The goal of this project was to create a brand that displays approachability and lightheartedness. Simple adjustments to the logotype give an understated pop that matches the logo and lets both elements stand out on their own. The challenge of not relying on ocean waves to illustrate the beachy vibes required a new approach to this project, including the use of seastar and seagrass shapes to echo a coastal experience. Alternate logos provide scalable growth for varied applications, and the foundations of the brand style are playful and versatile.