Swim Society

Swim Society was Montana Brown's first business venture after Love Island, an inclusive swimwear brand built around the idea that every body deserves to feel confident. Montana came with a clear sense of her audience and aesthetic, and the brief was to translate that into a brand that could hold its own in a competitive, visually saturated fashion market.

Challenge

Build a fashion brand from scratch that felt premium, inclusive, and distinctly Montana's, while being practically deliverable across physical and digital touchpoints on a startup timeline. The brand needed to work on swing tags and shopping bags just as well as on a Shopify storefront and social content.

Solution

I designed a complete brand identity system including a custom typeface drawn specifically for Swim Society, giving the brand a typographic signature that no stock font could replicate. The identity rolled out across printed labels and swing tags, a shopping bag, a product catalogue, and full Shopify website dressing and branding. The palette and visual language balanced the warmth and boldness of the brand's personality with enough restraint to feel genuinely fashion-forward rather than fast and disposable.

Outcome

Swim Society launched to strong early reception and was picked up by ASOS shortly after launch, a significant validation for an independent brand in its first year.