The graphic design reflects everywhere a clean, elegant and minimal style. The project has been developed via multidisciplinary approach. All the communication materials have been ideated with the new visual identity: more effective, more distinctive and recognazible. So the lookbook and the product catalogue have a new identity that reflect the new nature of Safe: a brand storyteller, emotional and expressive. The airplane ideogram even when used individually, becomes the unmistakable icon of the company.

Safe is a swimwear brand born in 2014 from the smart intuition of three friends from Milan. After several trips together around the world, they got their inspiration from a series of events: every time they went somewhere, someone lost their personal belongings – keys, sunglasses or documents. It’s in thailand that the brand idea came to life. Safe stands for that sense of security, knowing your pockets sealed and feeling free to enjoy amazing trips and experiences. It was simple – just make the practical essential and zip up your life with “safe.” Saying that if the side pockets of their swimsuit had zippers, all those important things would then be “SAFE!”. After start up phase, they understood they need an image more distinctive and strong for a repositioning on the place market. So, the starting point was the study and design of the new logo. The distinguishing feature of the logo is the new ideogram: an airplane. Looking for something evocative of the story of brand: a story made of several trips and experiences together all around the world.