Beatches started as a passion project between two fashion school friends. After beginning our careers in established fashion houses, my co-founder and I wanted to create something of our own: playful, colorful, a little weird, and fully hands-on. Together, we built the brand from hand-drawn prints and swimwear production to branding, accessories, campaigns, pop-ups, and fashion fairs.

Role: Co-founder and designer

Timeline: 2018

Scope: Print design, swimwear production, branding, accessories, and campaign materials

Result: Co-created a swimwear brand from hand-drawn prints to physical products, sold at pop-ups and fashion fairs across Tel Aviv.

The prints were the heart of the brand. I illustrated a collection of seven playful, colorful, and slightly strange patterns, each one designed to bring humor and personality into the swimwear.

Drawing the prints was the most freeing part of the project. It gave me a chance to explore my own visual language and have fun with color, characters, and storytelling.

The real magic happened when the prints became fabric. We worked with suppliers, tested materials, and watched the illustrations turn into swimsuits we could actually wear.

Beyond the swimwear, Beatches needed a full identity. I designed the logo, tags, stickers, labels, drawstring bags, and promotional materials, creating a brand world that felt bold, beachy, and a little unexpected.

We extended the brand into social media, fashion fairs, pop-ups, and printed materials, including a roll-up banner that traveled with us to every event.

On Instagram — campaigns, fairs, and brand life

Waffle-weave drawstring bags with our logo that unfolded into beach blankets.

Beatches was always meant to be a summer project: small, fun, and time-bound. We produced a limited collection, sold about 80% of it at pop-ups and fashion fairs across Tel Aviv, and then closed the chapter when both of us moved into new roles.

For me, this project was the first time I built something from nothing: a sketch, a sample, a product, a brand, and a small business. I still wear the swimsuit I designed, which makes it one of the most personal and joyful projects in my portfolio.

One-page website concept designed for Beatches, exploring how the brand identity could live online.