Pearly Queen London is a new fashion forward swimwear brand, inspired by the outgoing London girl who wears her swimsuit from pool to party across international beach and festival destinations such as Coachella and Ibiza.
Created by fashion editor and stylist, Sophie Robinson, the brand cites classic 80’s swimwear as a key influence and it was this element that dominates the identity we designed for her. An array of pearlescent, holographic and iridescent finishes and substrates were used to indicate the impact of the 80’s upon the label. They were applied thoughtfully and sparingly so as to ensure the brand was born with a high-end, aspirational feel, but often paired with blocks of vivid colour to keep the tone of voice young and spontaneous.
A playful, customised logotype is complemented by a suite of marques for different applications including a crown icon and an abbreviated logo for use at small scale on garment labels. Three core brand colours were eye-dropped from the tones within an iridescent packaging film that we sourced and were used to complement the pure white pearlescent stock that was used across much of the personal stationery and swing tags. The identity was further applied to the Spring–Summer look book, an invitation, packaging wallets and hangers.