Venice Beach
Ever since the 80s, Venice Beach is bringing the Californian sun to German stores. A sportswear fashion brand for women, who are down to earth, enjoy beach life and love the summer. We let Venice Beach shine in a new light, with a fresh visual language and an attentive rejuvenated corporate identity.
- Brand Strategy
- Brand Design
Context
Venice Beach is a German fashion brand developed in the 1980s. In its early years, the brand captured the spirit of the time and became a successful feminine lifestyle label with a California vibe. As its popularity grew, the brand expanded its distribution and moved from boutiques into department stores. Without consistent brand management, it gradually lost its original lifestyle essence and became more interchangeable over time.
Business Challenge
To sharpen Venice Beach’s profile for both existing and new customers in the mid-price segment and to clearly differentiate it from purely performance-driven brands like Nike and Adidas, we position Venice Beach as a Women Sports brand — one that combines femininity, well-being, and athleticism with strong value for money.
Redesign
In line with this strategy and the brand’s heritage as a lifestyle label, we are redesigning the visual identity of Venice Beach. Inspired by the light of Los Angeles, the graphic language features natural gradients that evoke different times of day. We refine the existing wave logo, giving it a more premium character. Through photoshoots with natural-looking models and a sunny atmosphere, we emphasize the brand’s narrative of freedom and its distinctive beach feeling.
Result
Today, the brand is an established mid-segment label with its own online store and a presence on platforms such as Zalando and About You. Venice Beach now also sells its apparel to men and, in addition to its core collection, offers a Pro Line.
