Back by Sunset

Problem

Contemporary swimwear culture often places as much emphasis on appearance as it does on the experience of wearing it. Fit, confidence, and how a swimsuit looks on the body are important, but I wanted to shift the focus toward everything that happens beyond the mirror.

I was interested in creating a brand for a woman who cares about how she looks, but doesn't want that to define her experience. She is more interested in surfing, listening to music, taking photos on a digital camera, playing beach games, and staying outside until the sun goes down. The challenge was to create a swimwear identity that felt visually considered without becoming overly polished or staged.

Process

Candid, documentary-style photography became central to the identity, capturing movement, interaction, and the imperfect moments that happen naturally throughout a beach day.

I drew from early 2000s surf and coastal culture through vintage-inspired textures, striped motifs, retro typography, and digital-camera imagery. Rather than recreating the era literally, I used these references to evoke its sense of spontaneity and familiarity. The visual system balances nostalgic details with a cleaner, more contemporary photographic approach, keeping the brand feeling current.

The styling follows the same philosophy. Swimwear is mixed with oversized tees, boy shorts, and other casual pieces, encouraging an intuitive approach to getting dressed that reflects how someone might actually spend an entire day at the beach.

Result

The resulting identity captures Back by Sunset as a brand centred on experience over perfection. It feels nostalgic without being overly referential, and considered without feeling overly constructed.

Ultimately, Back by Sunset is about the kind of summer where you lose track of time. You aren't thinking about how the day looks from the outside. You're too busy living it, until someone reminds you it's time to come back by sunset.