Reefly Swimwear
Creative Brief
The following Brand Style Guide was created for a fictional swimwear & apparel brand named “Reefly”. With the rise of fast fashion outlets and micro-trends flooding the consumer market, Reefly aims to distrupt this idea with clothing that is both eco-friendly AND timeless.
The visual branding for Reefly features a mix of editorial-style swimwear photoshoots, products and natural scenery, with an emphasis on diversity. Reefly has modern and elegant styling, a warm and tropical colour palette,
Contents
- Photography Mood Board
- Branding Overview
- Family of Logos
- Colour Palette
- Website Banner
- Social Media Mock up
- Mockup of Branded Merchandise
Reefly's core brand values helped guide the visual style of the logo design, font, photography, and colour palette to ensure Reefly achieved a cohesive brand image.
Target Market
- 18-50 years (broad age range)
- Women that enjoy the outdoors, live on Australia's coastal cities - Byron Bay, Bondi, Noosa, Perth etc.
- Market-goers
Brand Values
- Inclusive, sustainable & ethically produced. Made in Aus & designs created with local artists
- Copy is framed from the perspective of women that want to socialise, have fun, be active, and feel comfortable
- Friendly, warm & relaxed
Visual Assets
- Models with diverse body types, ages, and ethnicities
- Thin & elegant serif typeface used for headings
- Bohemian / Tropical prints (palm trees, corals, abstract organic forms)
Reefly Brand Style Guide
Page 1: Cover Page
Page 2: Photography Mood Board
Page 3: Potential Brand Slogan
Page 4: Summary of the brand, products, core values, etc
Page 5: Family of Logos
Page 6: Proposed Font Family
Page 7: Reefly's Colour Palette
Page 8: An example of Reefly's Website Banner for the Store front
Page 9: Mock up of Reefly's Social Media (Instagram Page)
Page 10: Product Mock up of clothing tag
Page 11: Product Mock up of $1 charity tote bag and Reefly branded jumper
Page 12: Branded T-Shirt Mock up
Page 13: Branded Bucket Hat Mock up