Elizabeth Alexander

Serendipity Swimwear Branding

Serendipity Traits:

Serendipity is an up and coming swimwear company. Their target buyers are people between their early twenties and late thirties. Each suit is produced in LA, material and production. They are intended to be sold at steep prices, between $100 & $300 per piece.

When Serendipity Swimwear came to me, they asked if I would brand the whole company; everything from logo to hangtags. They are a high quality, elite swimwear company, their first line is expected to be released in Summer 2012.

Logo

While designing the logo for Serendipity, I was thinking about how to communicate the brand traits visually. This meant exploring different visual vernaculars within the fashion industry.

I explored many different abstract and typographic ways of representing the company. This included using dainty dingbats to symbolize feminism and bold triangles to represent the shapes most often used in the suit design, etc. After a fair amount of exploration in many different directions, we landed on three possible directions, all of which use the initials of the company, S or SS, and focused on what consumers usually associate with royalty, elite, and young.

The final logo intertwines the ÒSSÓ, and forms a heart-shape in the negative space. The heart is then used as a crown on top. The heart is also replaceable with other icons, which will be used when the company makes a premium line.

Website

Serendipity is a company that aims towards a very feminine audience. I figured the website should reflect this, similarly to the rest of the branding. The client has always been keen on including watercolor washes, and abstract art materials into the process, to give it a more tactile, young feel.