Role: Lead Brand & Visual Designer Tools: Photoshop, Illustrator, After Effects and Freepik Timeline: 14 days Category: Lifestyle / Luxury / Exploration

BLUEN is a luxury ocean exploration club created for individuals who feel deeply connected to the sea, people who seek clarity, adventure, and calm in the deep. The goal of this project was to build a premium lifestyle brand that captures the elegance of the ocean, the confidence of explorers, and the sophistication expected from a high-end members’ club.

I developed a modern identity inspired by waves, depth, and fluid motion, using a deep coastal color palette to create a refined visual system.

The core challenge was creating a brand that feels:

Luxury, but still rooted in nature

Minimal, but filled with personality

Exclusive, yet welcoming for ocean lovers

Calm, yet adventurous

The identity needed to work across digital experiences, apparel, ocean gear, and brand lifestyle content, all without losing the BLUEN essence.

I explored visual cues from ocean currents, nautical mapping, luxury fashion, and premium outdoor clubs. Keywords defined the foundation: Depth, Calm, Motion, Sophistication, Exploration.

The logo uses Bright Melody, chosen for its elegant letter shapes, wave-like curves, and natural flow. I manipulated the lettering to create a unique, custom wordmark, ensuring it cannot be replicated from the base font.

The icon features a stylized “B” with waves inside it, symbolizing:

Belonging

Blue

Balance

The duality of stillness and motion within the ocean

Color Palette: A refined ocean-inspired palette:

Deep Ocean Blue

Sea Mist Grey

Blue Titanium

Aqua Highlights

Moon Sand Neutrals

Typography The identity uses Bright Melody for expressive, wave-inspired headings and Satoshi for clean, modern descriptions—balancing luxury with clarity across all touchpoints.

Brand Voice: Calm. Confident. Exploratory. Ocean-rooted.

I created lifestyle mockups featuring:

Water bottles floating in the ocean

Club gear

Characters (elite sea explorers)

Brand posters & minimal layouts

These visual applications help audiences understand BLUEN not just as a brand, but as a lifestyle.

Built a fully recognizable luxury ocean identity from name to visuals

Created a strong emotional connection through calm, elegant storytelling

Designed assets that can scale into apparel, memberships, website design, and future brand experiences

Strengthened BLUEN’s positioning as a lifestyle club, not just a design concept

Primary & Secondary Logos (Custom Wordmark + Wave Icon)

Color Palette

Typography System

Character Concepts (Sea Explorers)

Ocean Bottle Mockups

Brand Collateral & Moodboards

Visual Application Showcase

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