Groove Swim
Groove Swim is a fashion company specializing in ready-to-wear handmade lingerie and swimwear. The brand’s ethos, "Embrace Ethical Elegance," reflects their commitment to expert craftsmanship, ethical practices, and timeless style. Groove Swim targets millennials and aims to convey a sense of victory and confidence while maintaining a professional, business-like demeanor.
Service
logo, branding guide, and website design
Industry
Swimwear + Lingerie
Team
Bluepoint Creative Agency, Ameenah McCray
One of the primary challenges was balancing traditional art elements with modern design aesthetics to create a brand identity that would resonate with contemporary millennials. The task was to ensure that the visual language communicated the brand’s core values while appealing to a youthful and discerning audience. We creating a cohesive and versatile visual identity across all platforms—logo, typography, color palette, and imagery—required careful consideration to maintain consistency.
CHALLENGES
The project successfully resulted in a unified branding identity that seamlessly integrated a modern and traditional aesthetic, which resonated strongly with Groove Swim’s target audience. The new branding materials, including the logo inspired by pin curls, the Lexend typeface, and the carefully selected color palette, were met with enthusiasm and effectively conveyed the brand’s commitment to ethical elegance.
RESULTS
