Branding

The Mermaid Tale

The Mermaid Tale is a lifestyle branding project that applies digital color theory to create a vibrant visual identity for a tropical travel brand. Through product design, branded wallpapers, and digital marketing assets, the project captures the excitement of beach adventures

Year

2025

Tools

Illustrator, Photoshop, Figma

Overview

/Objective

To develop a cohesive digital brand identity by applying digital color theory to product design and marketing assets. The project explores how color influences emotion, perception, and brand recognition through a collection of branded wallpapers, product mockups, and digital campaign materials, resulting in a unified visual identity across both physical and digital touchpoints.

/Design Statement

I created The Mermaid Tale, a vibrant lifestyle brand inspired by the joy of tropical travel and ocean exploration. Using digital color theory as the foundation, I developed a cohesive visual identity that spans product mockups, branded wallpapers, and digital marketing assets. Designed for vacationers and adventurers, the brand uses bright, refreshing colors to evoke feelings of happiness, relaxation, and curiosity. Beyond its playful aesthetic, The Mermaid Tale promotes a deeper appreciation for the ocean by celebrating adventure while encouraging the protection and preservation of marine life through thoughtful, emotionally driven branding.

/Deliverables

1) Digital Color Study

2) Wallpaper Collection

3) Two Social Media Collaterals

4) Landing Page

5) Product Look

1) Digital Color Study

2) Wallpaper Collection

3) Two Social Media Collaterals

4) Landing Page

5) Product Look

Process

Part 1

/Moodboard

This moodboard resonated with me because of its dreamy atmosphere and colorful pastel aesthetic. The beach setting adds to the playful energy of the imagery, while the overall style evokes a sense of early 2000s nostalgia. I chose this direction because it offered the most flexibility to experiment with vibrant, playful visuals while creating a cohesive and engaging aesthetic.

/Sketches

/Design Collection (Outline)

/Grayscale Wallpapers

Turning my collection into grayscales help me make sure sure the emphasis and base of my composition was clear to the viewer.

Color Studies

Process

Part 2

/Product Moodboard

For this in-class exercise, I and my peers identified keywords that described my wallpaper collection's theme, audience, style, and tone to brainstorm potential brand names and taglines. This process showed how defining a brand's core attributes can help generate a cohesive identity.

/Creating The Logo

I wanted to make the Logo very magical and enchanting as if it was pulled from a storybook so I made the typography very wavy.

/Product Moodboard

I wanted the products to reflect the coastal feel of the wallpapers so the goal is to have items you would use on a vacation in a tropical island. ex. suitcase, swimwear, surfboard, sunscreen.