Safe - Urban Beachwear: A Rebranding Journey

Max Bosio and Nascent Design Team's Innovative Approach to Brand Identity

Safe's rebranding was inspired by the brand's own story, a tale woven from numerous trips and experiences around the globe. The brand's spirit, where the metropolitan vibe meets the trendy beach lifestyle, is blended into a casual, elegant, and refined style. The airplane, an iconic symbol, became a significant element in the company's identity, reflecting its cosmopolitan and unconventional nature.

The Nascent Design team's approach was to develop a logo and a new brand identity that remained faithful to positive thinking and engaging personality, expressing attributes like unexpected, unconventional, and cosmopolitan. The new identity was not just a logo; it was a complete overhaul of the brand's image, including the company's profile, stationary elements, product elements, internal documents, and website.

The design's unique properties lie in its clean, elegant, and minimal style. The ticketing and labelling, measuring 55x100 mm, reflect this aesthetic. The design is minimal, sophisticated, evocative, contemporary, clean, and urban. The graphic design reflects everywhere a clean, elegant, and minimal style, making it distinctive and recognizable.

The project, which started in January 2016 in Milan and finished in July 2016, was not without its challenges. The biggest hurdle was converting the brand identity from a technical brand to a more emotional and evocative one. This required a multidisciplinary approach and a thorough benchmarking analysis of the look & feel of top competitors, both Italian and foreign.

The result of this rebranding journey was a new identity for Safe - a brand storyteller, emotional and expressive. The airplane ideogram, even when used individually, became the unmistakable icon of the company. This design was awarded the Golden A' Graphics, Illustration and Visual Communication Design Award in 2017, a testament to the team's creativity and innovation.