Before launching their contemporary towelling brand, Bailey Meredith and Anna Fahey of BAINA approached us to establish an identity that embodied the point of difference they wanted to contribute to their industry niche: breaking with its neutrality by bringing colour and pattern to bathing routines, borrowing from sculpture, architecture and colour theory to revitalise daily ceremonies of self-care.

Embarking on the creation of a full brand identity applied across branding, packaging and an e-commerce website, we developed a wordmark instilled with a subtly ornate European quality, supported by a nostalgic typographic language. Exhibiting a sturdier look and feel than a traditional serif, it sets a conversational tone for the BAINA’s digital storytelling while reinforcing the quality and longevity of its high-quality organic cotton terry towels.

Evoking the shape of a towel, the rectangle emerged as a visual motif to unify BAINA’s branding and assets, used to structure website elements and embossed onto swing tags. It equally provided a functional graphic foundation for a towel sizing guide presented on the website to offer wider context on both the product’s dimensions and design inspirations. Providing a cohesive foundation for brand recognition and storytelling, the identity has supported the rapid growth of a small and independent brand now beloved beyond its Australasian origins.