When Adam approached me to help him create his dream brand, his first question was: "Can you name a single hammock company?" I could not. Adam wanted to change that. I then set out to build an iconic hammock brand identity that would capture the pure joy of simply laying back.
The brand needed to be communicated clearly but not be limited to just the obvious physical object: a hammock. The Layback brand stands for enjoying life by taking a moment to stop and be relax. This simplicity needed to be present through all aspects of the brand.
I worked with Adam to distil his brand into it's purest identity. After exploring multiple options, we stripped the concept back to a single line-weight logotype & accompanying brand symbol. I then translated that simplicity into the catalogue and ecommerce store.
The outcome is an easily recognisable, brand identity that captures the values of the company and the layback lifestyle. The identity is carried through its product packaging, marketing collateral, and social media messaging. I also provided Layback Co with a flexible, content rich eCommerce store, powered by Shopify.
Capturing the nature of laying back and enjoying life was a unique challenge. The idea had to be specific enough to be recognizable as a hammock brand, but broad enough to allow for additional future product categories. The sunset (or sunrise) is a universally relatable moment of tranquility and reflection. The drawn out type also echos the slow delay of time during relaxation.
Once the logo was established, I then set to the task of creating the first hammock patterns. Adam was very specific about what he wanted to see, but we needed to narrow down the offering to a minimum. Three individual patterns were decided upon. After I created production tech packs, the samples were produced and shipped out for photoshoots and sales presentations. Product packaging, catalogues and marketing material were designed to further establish the brand.
There are some product designs that delight me more than others. The hang tag design was one of them. Each of the corresponding tags told a story about the pattern and the concept behind it.
I've been fortunate enough to have designed both last years' Layback Co ecommerce site and the new one. Using Shopify’s platform for both means that Layback Co has benefited from its one unified platform to run its business with ease.
For the site design, I created an immersive e-commerce site that had the similar look and feel of online fashion store, but at the same time, made it easy for customers to complete their transaction. By using a very open layout, I reduced the clutter and helped create a better overall browsing experience.
The stunning photography and scenery make the shopping experience an enjoyable one. The visitor is taken through the story of each pattern and helps them capture the enjoyment that can be had through a layed back lifestyle.