Mag was created with the belief that every body is a beach body. Finding the perfect swimsuit can be a challenge, especially when the fashion industry often excludes or ignores diverse shapes and sizes. Hence it created a swimwear line that celebrates all bodies and empowers women to feel confident and comfortable in their own skin.

The brand messaging is edgy and empowering. It challenges the norms and expectations of the fashion industry and society. It inspires confidence and self-love in its customers and invites them to join a crew of people who don’t care about what others think. The messaging involves the use of catchy slogans, vibrant colours and fun prints to convey its message. The tone of voice is bold, fun and unapologetic.

A fun and quirky visual identity is at the heart of the brand. The wordmark is bold and playful and the letterform curves are a subtle reminder of sea waves. They also hint towards a woman flaunting her body curves.

The colour palette celebrates the beauty and diversity of women’s bodies with a lively and expressive combination of colours. The blue represents confidence, the yellow happiness and optimism, the orange represents warmth, the purple uniqueness, and the cream adds balance.

The display typeface imitates a person’s handwriting and adds character to the brand. It is to be used for quoted text, highlighted words, short phrases and special use. The primary typeface is a humble supporting actor balancing the brand’s bold and playful designs.

The brand incorporates doodles in the form of arrows or circles and underlining to add a unique flair. Circles and underlines are used to emphasise things, while arrows are used to indicate them.

The packaging doubles up as a beach bag to carry essentials when you are out in the sun. This eliminates the need for plastic packaging. The packaging comes with a thank you note which also contains instructions in how to take care of your swimwear piece.