The name we landed on is, ahem, supernaturally fun. Beyond the first definition of “a large spacecraft or ship from which smaller craft are launched or maintained,” its secondary definition is, “a place regarded as a base, source, or headquarters.” This ties in so nicely with the strong claim that the brand is the headquarters and central source for cute and effective swimwear. Another cosmically fun aspect of the name is the subtle use of ‘ship’ which feels ocean-adjacent as well as the fact that the backstory of the brand is rooted in a mother/daughter relationship. The branding potential—both visually and verbally—is remarkably strong because it is so distinct and colorful and borrows from a surprising industry/source. Take us to your surfwear leader? Right this way.

We then launched our brains into outer space and crafted fresh language to transform the key benefits and features of the brand’s offering into unique, memorable messages so that they function as core selling points that your target audience pays attention to, distinctly understands, and is compelled to action by.  Mothership used these key assets all across her website, social presence, email newsletter, pop ups, and other promotional marketing initiatives.

In order to differentiate between the bikini separates and help the consumer mix and match with ease, we created fun names for the pieces and their specific fits. Low Tide = low rise, of course.

Tangential to the key branded language, we developed merch messaging to appeal to this younger generation. The goal was clever, offbeat, wearable, messaging that still had enough of a brand tie in to strengthen memorability and positive brand associations.