A brand shaped by the sea
Concept / Art direction / Graphic design
Tasked with bringing a legacy clothing brand steeped in a rich, groundbreaking history into the future without neglecting its legacy, we decided to turn to the sea for inspiration.
Connected to the sea through its founding story and now its products, the new creative platform ‘True to the sea’ embraces the past and present, and the intents for the future. All aspects of the new brand has been touched by the sea, directly or indirectly - from sun fading, the wind, to the waves shaping the shores.
Agency
Freelance
Client
Treebula
Inspiration. Beyond looking at the ways the sea and sun shapes the environment we also decided to look into the brand history as well. Our intention was always to honor the legacy and found common thread throughout the history - the hyphen and the serif logo. At a time when most brands were stripping elements we wanted to find a way to go the opposite route.
Logotype. To modernise the logo and typography we decided to soften the serifs as a nod to how waves soften stones. We decided to bring back the hyphenated wordmark used in older versions to the brand as a differentiator and a graphic element.
Colors. In addition to the deep blue, we were inspired by the sun when finding the accent colours - a warm orange and a gradient to mimic the fading effects of the sun.
In additions to the colors we created new patterns to by simulating wind patterns on lines.
Shopping experience. The immediate interaction with the brand when shopping was dictated by the question how we could bring people closer to water while avoiding doing harm to it. This resulted in the idea of mobile pop-up shops transported to their locations by water making them reusable. The bags you bring your products home in are made out of a corn material that dissolves when it comes in contact with water.
