Glasfurd & Walker’s identity for hard tea brand Swan Dive champions the unity of mind and body
Vancouver-based design agency Glasfurd & Walker have refreshed the identity of women-owned British-Colombian hard tea brand Swan Dive, looking to bring something new to the typically ‘masculine’ aesthetics of the industry. As a result, the refined, typographic identity reflects the adventure and agency of the brand, and its founder, embodying an empowering tone through the spatial application of type and colour.
“The blue was chosen as a nod to the sky and water,” Creative Director Phoebe Glasfurd tells us, discussing the critical use of colour. “The idea is that the cans themselves are also a ‘Swan Dive’ so to speak,” she adds, noting the use of pinks, corals and lavender to reflect the specific flavours across the packaging and can design. “There is more to come,” Galsfurd continues, “and they’ll all be pastel interpretations of their core flavours.”
This sense of tranquillity provided by Swan Dive’s thoughtful colour palette is equally reflected in the distinctive use of Art Nouveau-inspired letterforms, courtesy of VJ Type’s Dahlia Condensed for the wordmark. Complimented by the practical support of Santiago Orozco’s workhorse sans serif Josefin Sans, the plunging typographic forms of Dahlia not only illustrate the levity and elegance of Swan Dive but also more overtly reflect the brand’s pictorial mascot – a diving figure that embodies the instinctive unity of mind and body that Swan Dive champions.