Deakin & Blue
An eco-friendly swimwear brand with body positivity at it’s heart, aiming to create swimwear that will give women the confidence and support to get back in the water.
The Challenge
The initial ask from Deakin & Blue was to redesign their packaging, the pre-existing offering wasn’t reflective of the premium product and they wanted to create more of an experience for their customers.
They already had a strong foundation with their brand, but their assets needed building on to create a consistent style across all customer touchpoints.
They also needed to create hierarchy across their messaging to better land their core values and brand story.
Brand messaging | Packaging design | Web design | Content creation | Illustration
Leading with body positivity
Together we prioritised the 2 core values, leading with ‘all bodies are beautiful’ and following up with the secondary message of sustainability. We highlighted body positivity from the beginning of the shopping experience on the website to the unboxing experience after purchase. Creating a sense of community with the ‘Swimwear Revolution’, highlighting inspiring body stories from real customers on the homepage and using a range of body types and ages for the models across the site.
You can view the site here.
The redesigned unboxing experience now leads with a body positivity quote as soon as you open the package, welcoming you to the Swimwear Revolution community. It also includes a note on the brand story and what Deakin and Blue stands for, as well as tips and information on what makes your specific swimsuit the perfect fit for your body. All while creating a more premium feel to the packaging.
The unboxing experience
Deakin and Blue take a different approach to sizing which ensures your swimsuit will be the perfect fit no matter your body type, so we put the spotlight on this on the website, creating an interactive quiz to help you understand the new system and work out your size type.
A unique sizing system
Expanding the brand
We applied the new styling to swing tags, social media and branded accessories creating that consistent style and story across all touchpoints, adding a greater sense of brand recognition for customers. To add a lighter side to the brand we created body positive illustrations of characters in the swimwear line.
“We loved working with Amy and are delighted with her work. She is creative, has brilliant attention to detail and delivered amazing quality designs. We have worked with Amy on various projects, we really enjoy working with her and would highly recommend!”
Rosie - CEO and Founder, Deakin & Blue
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