Wallien are a female wetsuit brand from Amsterdam. I was tasked with rebranding and repositioning the brand in line with a second round of funding and a global launch. Water women became our strategic hook that enabled the brand to not just be a surfing wetsuit brand but a lifestyle brand that empowers women of the water.
I created the logo, icon and brand book using a strong gothic font - Glance sans . This imparts a serious Northern European energy, and the simplicity and strength of Bauhaus and Dutch Design.
Intersecting the Wallien iconic W are two dynamic strokes of colour. These are integral to the design and the story, they flow through the logo like water and light in two emotional and complimentary colours of blue and orange.
The orange speaks to our founders’ and the Wallien brand’s Dutch heritage while also evoking sun as it sets and rises over water.
The blue range of colours reflects the ocean and its myriad tones.
Tone of voice and brand positioning in collaboration with writer Kate Spicer.