Brand Identity — La Sirena
Created a complete brand identity for La Sirena, a conscious swimwear and ready-to-wear brand inspired by 80's summer nostalgia, designed to evoke freedom, warmth, and a carefree summer spirit.
Year
2022
Scope
Brand Identity, Visual System, Brand Guidelines
Client
La Sirena
Duration
4 weeks
Challenge
La Sirena is a conscious swimwear and ready-to-wear brand based in Venezuela that needed a complete brand identity to launch. The brand's concept centered on 80's summer nostalgia—evoking feelings of freedom, warmth, and living life fully. The challenge was creating a visual identity that felt both nostalgic and fresh, reflecting the brand's values of conscious design while capturing that specific summer energy.
Solution
I developed a complete brand identity system inspired by the warmth and freedom of an 80's summer. The visual language uses a vibrant color palette (coral, turquoise, sand, sunset orange) and flowing, organic shapes that reference both ocean waves and retro aesthetics. Typography combined modern readability with nostalgic personality, creating a balance between contemporary fashion branding and vintage summer vibes.
The system included logo design, color palette, typography system, brand patterns, and applications across touchpoints—from hang tags to packaging to social media templates. Every element was designed to transport the customer to that feeling of endless summer days: carefree, warm, alive.
Impact
This project demonstrates my ability to translate abstract brand concepts (like "nostalgic summer freedom") into cohesive visual systems. By grounding the identity in both the emotional experience (how 80's summer feels) and the brand's values (conscious design), the result is a complete brand world that works across all touchpoints while remaining true to La Sirena's vision.
