Palm Tree People Brand And Apparel Design
Brand and apparel design for Palm Tree People, a new clothing brand based in Long Beach, California. The creative vision of owner Bahareh Ritter, the range is inspired by the great outdoors, nature and all it provides us.
Bahareh’s objective of her brand and apparel design was to create an identity and range that would embody her values and goals for Palm Tree Palm. It has been created for people who are passionate about outdoor activities and exercise. Surfers, hikers, skaters and yogis alike are all ideal target audience. Young adults who are passionate about nature and the environment. People that focus on the simple things in life and enjoy doing outdoor activities that allow them to slow down and enjoy a connection to earth.
Bahareh wanted to communicate a focus on togetherness and awareness to nature - to feel grounded even while looking up. Palm trees are such a visual reminder of longevity, time and growth so were a natural choice to represent her brand.
Deliverables included primary logo, secondary logos, icons, apparel design and print marketing. The brand design needed to work well for online marketing as well as print collateral. The apparel design needed to be flexible enough to work well on a range of items such as t shirts, tote bags, caps as well as surf boards.
We wanted to create an identity that would communicate these values, appeal to her audience and look good across a range of different apparel items. For the logo type we used a vintage Hawaian inspired font with a hand drawn edge. We paired this with a loose, organic, hand drawn illustrative style that emulated the desired connection to nature. Using these stylistic choices we created palm tree and sun icons to use throughout the brand and apparel designs.
For the flagship apparel design we were inspired by vintage surf posters and illustrated a hazy beach scene. The earthy yet vibrant colours communicate themes of nature, summer and youthful exuberance.