U.I.WD.’s confident identity for Hype Beachwear shows the strength of consistency and simplicity
São Paulo-based creative direction and design studio U.I.WD. have worked with the city’s premier coastal brand Hype Beachwear to develop their resolute visual identity. Exuding a confidence and character similar to the brand’s own designs, the identity finds strength in its simplicity, achieving a breadth of consistency and recognition through the elementary sum of its parts.
Opting for Neue Haas Grotesk as the brand’s primary typeface, U.I.WD. utilised the typeface’s typographic rigour to carry their confidently minimalist approach to composition. As a result, the extended visual language is sharp and systematic; housing differently stacked and styled wordmarks that can be effortlessly implemented in response to the application’s size, shape and function.
Supporting the stark typographic execution of the brand is its contrarily flexible colour palette, injecting bursts of vivid colour across the identity’s digital spaces. “The idea is to keep the identity monochromatic with the main materials,” Co-founder Bruno Tatsumi tells us, “but the bright block colours are the supporting colours in the brand system,” he adds. “They refer to beach elements such as the sun, water and earth,” Tatsumi concludes, “and have been mainly used in their products and visual communication only.”
Neue Haas Grotesk by Christian Schwartz and Max Miedinger