The visual identity was created for the chain of beach accessory stores “Chílim”, a brand that brings together everything needed for a perfect and carefree seaside experience. The stores offer a wide range of products designed to enhance relaxation — from comfortable loungers and vivid beach towels to stylish umbrellas, swimwear, and small travel items that make time by the water both enjoyable and convenient. The identity reflects the brand’s philosophy: helping people disconnect from daily routines and immerse themselves in a peaceful coastal atmosphere.

At the core of the design is a central symbol that conveys a gentle sense of calm and serenity, as if a person is slowly drifting on soft ocean waves. This image acts as a metaphor for the state of complete relaxation that the brand promises to its customers. The floating silhouette suggests weightlessness, freedom, and harmony with nature — the emotional experience associated with a perfect day at the beach.

The brand name “Chílim” is stylized to visually echo the movements of waves, creating a smooth, rhythmic typography that feels natural and fluid. This graphical approach reinforces the maritime theme and connects the lettering directly to the idea of water, flow, and summer leisure. When applied to packaging, labels, printed materials, or interior elements, the stylized name transforms into a distinctive graphic pattern. It forms dynamic surfaces that can be scaled, repeated, or adapted to different formats, making the identity both flexible and instantly recognizable.
Overall, the visual system emphasizes ease, warmth, and the soothing power of the sea, ensuring that every interaction with the brand evokes a feeling of vacation-like tranquility.