From Swimwear to
Collective.

A brand ready to
evolve.

Mamorei initially approached Chedcorp Digital Services for a once-off logo. What she received was something far more considered — a complete brand identity system that she hadn't known she needed until she saw the vision laid out in front of her.

From the very first conversation, it became clear that her existing brand — Mayluxe Swimwear — had outgrown its identity. She was expanding beyond swimwear into resortwear and lifestyle fashion, and that ambition deserved more than a single mark. CDS presented a strategic case for a full rebrand, and Mamorei approved the expanded scope.

The process began with a series of carefully curated moodboards exploring colour, mood, typography and brand positioning. Mamorei reviewed and responded to each direction, ultimately confirming a palette of five brand colours — Vibrant Terracotta, Warm Coral, Forest Green, Warm Cream and Antique Gold — along with a clear brand mood: Resort · Feminine · Elevated · Coastal · Timeless. With the palette and direction approved, the design work began in earnest.

Three revision rounds were included. The brief: a brand identity that felt minimal, elegant, and luminously luxe — with something unique built into the letterforms themselves. Bold enough for a shopping bag. Refined enough for a woven garment label. Ownable enough to be instantly recognisable.

A client still
discovering her vision.

The greatest challenge on this project was not technical — it was strategic. Mamorei arrived with enthusiasm and a clear sense of what she didn't want, but her creative vocabulary was still forming. Round 1 revealed that she wanted something more minimal and editorial than the initial concepts suggested. Round 2 saw a pivot away from tropical and resort-coded icons after she herself noted that palm trees had become overused in the category.

The breakthrough came when she shared a collection of logos she admired. Every reference reflected a consistent preference — minimal yet classy, with high-contrast elegant typography and a single unique detail woven into the letterforms themselves. Not decorative. Not illustrative. Structural. That reference board became the precise brief that Round 3 was built from.

The Signature X — the X from MAYLUXE with a gold wave flowing organically from its leg — was the answer. A coastal reference without a wave icon. An ownable detail without an illustration. Something that could survive at 5mm on a woven label and still feel like a brand.

A complete
brand system.

Every element designed to work independently and as a system — from a woven garment label to a full-bleed launch banner.

Ready to build your
brand identity?

Chedcorp Digital Services creates brand identities for fashion, lifestyle and creative businesses across South Africa and beyond.