Brand:
Alma Swimwear
Project type:
Branding
Role:
Creative Direction · Brand Strategy · Custom Logo & Brand Guidelines
Scope:
Logo · Color · Typography · Textures · Brand applications · AI imagery tests
Year:
2025
THE PROJECT
Alma Swimwear is a Brazilian swimwear brand created for women who feel at home in the water: active, confident, expressive, and comfortable in their own movement.
The brand needed a visual identity for its entry into the US and Canadian markets, something premium and feminine, but not cold, fragile, or overly polished.
INTRO
Alma needed a visual identity that could feel Brazilian, but not cliché. Premium, but not cold. Feminine, but not fragile. The brand was made for women who feel at home in the water: active, confident, expressive, and comfortable in their own bodies. The category has a lot of sameness: beige beaches, minimal logos, perfect bodies, ocean photos doing all the work. Alma needed a little more pulse.
THE STRATEGY
The core idea was movement.
Instead of building the identity around “beach,” I focused on the feeling of swimming: fluid, physical, soft, strong, and close to the body. That thinking shaped the logo, textures, color direction, and image style. After testing existing typefaces, I created a custom logo inspired by waves, bikini straps, and soft motion.
CREATIVE DIRECTION
The identity uses organic shapes, a mix of warm and cold natural tones, ocean and sand-inspired textures, and a custom handrawn logo with a fluid rhythm. The textures added a more tactile feeling, helping the brand move beyond a clean logo system into something warmer and more physical.
I also used AI imagery to explore how Alma could show up in lifestyle imagery, social content, packaging, and launch materials before a full shoot.
MAKING IT WORK
The final system included a custom logo, color palette, typography direction, textures, graphic elements, and brand applications.
The goal was to give Alma enough structure to stay consistent, but enough softness to feel alive across digital, social, packaging, and campaign imagery. The identity was applied across launch mockups, social examples, packaging directions, and AI-generated lifestyle imagery.
These applications helped show how Alma could feel beyond the logo: in a feed, on a product, in a campaign, and in the hands of the women it was designed for.
CLIENT LOVE
“Bruna understood the movement and confidence behind Alma, not just the visuals. The identity feels authentic to our core and aligned with how our swimwear is meant to be lived in.” — Elisa, Founder of Alma Swimwear
THE IMPACT
Custom logo created
Designed from scratch around Alma’s movement-led positioning.
Full identity system delivered
Including color, typography, textures, graphic elements, and applications.
AI visual prototyping used
Helping preview the brand world before a full campaign shoot.
Clearer market positioning
A more ownable visual foundation for Alma’s US and Canadian launch.
