A naming and brand concept project for a lifestyle fashion brand, focused on creating an identity that captures a contemporary, effortless relationship with the sea.

• Developing a name that resonates across cultures while staying true to Greek roots

• Translating sensory experience of textile into compelling visual and verbal narratives​

Sea is a state of mind, a particular view of life and a philosophy.

Modern consumers don’t seek idealized escapism, but a more natural, understated connection to place and lifestyle.

A name that feels minimal, contemporary, and slightly unconventional, balancing simplicity with a strong sense of identity.

“Lo” (from French “eau”- meaning ‘water’) introduces a subtle, almost personal tone, while “Seawear” (Vs. swimwear) grounds the brand in its category, creating a combination that feels both distinct and effortless.

• Developed the name “Lo Seawear”, aligned with a modern lifestyle aesthetic

• Defined a brand direction centered on simplicity, ease, and authenticity

• Collaborated with the textile artist/ owner and introduced a fit photography team to create a unique result

Lō Seawear successfully captures the spirit of Greek summer, offering products that are not just items but experiences. The brand stands out for its poetic approach, inviting customers to "drink the sun, taste the earth, feel the ground, let yourself indulge."