Identity Design for a Lifestyle Brand of Beach Accessories

A client reached out to collaborate on the East Broadway lifestyle brand project. Our goal was to capture a youthful, carefree beach vibe. Together, we crafted logos, surface patterns, and a vibrant color palette to bring this vision to life, creating a dynamic visual identity for the brand.

Client
East Broadway

Mood
Youthful, relaxed beach energy, fun, carefree, easygoing.

Goals
Design logos, define color palette, develop surface patterns.

Initial Logo Sketches

Following our discussions, I presented several logo concepts. Series 1a-d featured a handwritten logo paired with additional text indicating the founding year or a palm tree icon. Alternatively, the second option showcased a font-based logo with hand-written details. The third series explored the integration of palm tree illustrations with typeset text or the handwritten abbreviation EB.

Logo Refinement

After careful consideration, we selected the handwritten variation 1c as the optimal logo for the brand. I refined the design until it reached its final iteration. To ensure versatility across different platforms, I also developed a secondary logo featuring palm trees as a logo mark.

Pattern Design: Sketches

Moving on, we began working on two distinct patterns that could be applied to the brand's accessories. To maintain consistency with the East Broadway logo, we decided to incorporate the same sketch style of palm trees as a foundation for the pattern illustrations. This approach ensured that the patterns would seamlessly blend with the brand's overall aesthetic, delivering a cohesive visual identity for the products.

Pattern Design: Refinement

To streamline the discussion and focus on pattern elements, density, and movement direction, initial pattern samples were presented in black and white, avoiding color distractions.

Following discussions with the client, we finalized the first pattern, featuring leaves, while opting not to proceed with the second pattern showcasing palms. Additionally, adjustments were made to the third pattern based on client feedback to better align with their preferences.

Color Palette

Upon finalizing the patterns, three distinctive color schemes were presented to the client, with the first one being selected. This vibrant and youthful color palette is now featured on all East Broadway accessories.