Saga Swimwear

A Nordic take on the swimwear industry

Client: Saga Swimwear

Key Focus: Branding

Saga, a new Danish swimwear brand made from recycled plastics, struggled to break out of generic, tropical beach tropes and stand out against the crowd. In an effort to carve out a distinct brand, Saga wanted to challenge the picture-perfect palm trees and turquoise waters of its competitors’ visuals by creating an edgier, bolder brand. A new name, new brand story, new visual identity, and new e-commerce website helped unfold Saga’s essence and develop a raw, natural universe for their colorful products to live.

ThenameSagastemsfromtheNorsegoddessthatrepresentsforesight,wisdom,inspiration,femininity,andkindness.

Sagaisasoftyetboldnamethatcreatesafuncontrastbetweenfemininityandthemoremasculine,edgieruniverseofthebrand.

ThelogoisstronglyinspiredbytheScandinavianlandscape,featuringraw,hardedgesfromthemountainsandrocks,andsoft,organicshapesfromthesea.

Tocreateacohesivelookonthewebsite,theartdirectionwasdefinedtoguideSaga'sphotoshoots.

Saga’suniverseturnsthetropicparadisetropeonitsheadbyhighlightingthenaturalbeautyoftheScandinavianlandscape.Therawenvironmenthelpscontrastthebright,playfulproducts,andallowsthefeaturedmodelstostandout.

Kudos to

Innovation and Strategy lead / Mathilde Lundgreen

Lead designer / Trine Rønsholdt

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Partnership Lead: Christian Pind

Key Focus: E-commerce & content

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