Wet gear. Dry everything else.
Tidekeep is a bag concept for keeping wet gear away from dry belongings. The liner comes out to dry after a swim or beach trip. I wanted the brand to feel practical, with some coastal character.
Self-initiated concept · Brand identity / Packaging / Art direction
The idea in the mark.
I curved an otter into a wave. The two whiskers and simple outline keep the animal clear at smaller sizes.
I used the final outline to check the curves, spacing, and alignment. Each version uses the same mark and lettering.
The brand in use.
I placed the mark on the bags and labels, then used the full logo on the packaging and product information.
Application mockups · Select an image to take a closer look.
