Summer Salt is a self-initiated project exploring how original fruit illustrations could be transformed into a playful, retail-ready summer collection. The aim was to imagine a limited-edition drop and build out the identity around it — from product mockups to campaign assets — showcasing how illustration, branding, and art direction can work together to create a cohesive launch concept.

In fashion, branding does more than label a product — it shapes the way a collection is felt, remembered, and shared. With Summer Salt, I wanted to experiment with how a lighthearted idea — fruit-inspired swimwear — could be brought to life through tone, storytelling, and consistent visual identity.

I developed the brand around three pillars: playfulness, seasonal energy, and commercial viability. Custom fruit textile illustrations became the foundation, expanded into a versatile identity system with logo variations, campaign design, and mockups. The project demonstrates how applied branding can give even a simple concept depth, atmosphere, and audience connection.

• Logo suite

• Custom fruit textile illustrations

• Swimwear and product mockups (care tags, fabric swatches)

• Seasonal lookbook series for social media

• Hero launch poster campaign (print & digital)

This project was an exciting chance to merge illustration with brand storytelling and campaign design. It revealed how consistency and creative direction can elevate a concept into a world that feels ready for retail.

In future, the system could expand into motion graphics, pop-up event collateral, or editorial storytelling — extending the collection’s playful atmosphere across new touchpoints.