Example brief: Brand identity
A real project: the identity and store of GINA, rewritten in the How to Brief format.
Goal: GINA is a swimwear brand born between Spain and Australia, and it needs an identity and a store. Premium fabric, but never precious: it should feel like a long summer, not a luxury boutique. The test: the mark has to work stitched on a label, printed on a hang tag and as a tiny Instagram avatar. Then the store: people should be able to buy a bikini from their phone in a few taps.
Copy / naming: The name is GINA, uppercase. Voice: warm, a little cheeky, Australian at heart. The hang tag line: “Born between Australia and Spain, made with a whole lot of love. Inspired by long summers, good company and feeling a little cheeky in your own skin. Go on, chuck it on.” Store tagline: “Italian fabric. Made in Spain. Made to last.”
References: jacquemus.com for the sun-soaked Mediterranean ease. frankiesbikinis.com for the Aussie swim attitude. aesop.com for labels that feel crafted without being precious. What they share: one mood, held everywhere, from the product to the packaging.
Assets: The shoot photos. Everything else starts from scratch.
Brand: One sun, two colors: a hot orange and a sun yellow on cream. A geometric sans with a single twist the whole identity hangs on. Illustrated icons for fabric and care, in the same line weight as the sun.
Format: Logo and sun mark (SVG), color and type tokens, an icon set, hang tags, and the store built in Framer, connected to Shopify.
Shipped in pieces, each within 48h. Live at ginaswimwear.com.
Why this brief worked
It set the test in real places (a label, a hang tag, an Instagram avatar), not in a moodboard.
It gave the voice as a real line of copy, so the tone could live on the tag, not only in the logo.
It asked for one twist, not three directions. That twist became the upside-down A carrying the sun.
Steal the structure
A real brief from my design subscription for founders. Adapt it to your own project, then paste it as a card in your Trello Backlog. Format, rules and more examples: https://camillehaidar.com/os Goal: GINA is a swimwear brand born between Spain and Australia, and it needs an identity and a store. Premium fabric, but never precious: it should feel like a long summer, not a luxury boutique. The test: the mark has to work stitched on a label, printed on a hang tag and as a tiny Instagram avatar. Then the store: people should be able to buy a bikini from their phone in a few taps. Copy / naming: The name is GINA, uppercase. Voice: warm, a little cheeky, Australian at heart. The hang tag line: “Born between Australia and Spain, made with a whole lot of love. Inspired by long summers, good company and feeling a little cheeky in your own skin. Go on, chuck it on.” Store tagline: “Italian fabric. Made in Spain. Made to last.” References: jacquemus.com for the sun-soaked Mediterranean ease. frankiesbikinis.com for the Aussie swim attitude. aesop.com for labels that feel crafted without being precious. What they share: one mood, held everywhere, from the product to the packaging. Assets: The shoot photos. Everything else starts from scratch. Brand: One sun, two colors: a hot orange and a sun yellow on cream. A geometric sans with a single twist the whole identity hangs on. Illustrated icons for fabric and care, in the same line weight as the sun. Format: Logo and sun mark (SVG), color and type tokens, an icon set, hang tags, and the store built in Framer, connected to Shopify.
CAMILLE HAÏDAR
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