From 2013-2016 I co-founded and created the swimwear line, Swimtarte, so of course I took the task in defining us as a brand. Swimtarte is a free-spirited positive approach to flattering swimwear with a focus on unique prints and details.
”Swimtarte” evolved while we were having a brainstorming-google session in midtown Manhattan while looking up strong women in mythology and we happened across the goddess, Astarte. In certain cultures she’s the goddess of fertility and sexuality and through the years eventually evolved into not only Aphrodite, but Artemis too. We knew we wanted to represent a bold and witty female, but not in an overbearing way, more of a tomboy who can also dress to the nines. Add in “swim” and the additional Brit’s cheeky idea for the word “tart” and thus was born!
Because Swimtarte’s personality is pretty big, we wanted the branding to be straight and to the point. Clean and contemporary that could withstand the times, only to shift with a few color changes to correlate with the different seasons.
The Look for E-commerce
The suits speak a language of their own, clean and simple was the desired photography direction. Swimwear isn’t the easiest thing to buy online, so to ensure more internet sales and buyer satisfaction, we used a white background with full front and back product shots with zoom features to see quality and details.