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U&I Design

Project by: Emma Bäcklund and Jodie Hayes, Australia 


 >> Brand DNA >>


"In a surf state of mind"

“Designing fashion & swimwear with sporty functionality and classic appearance for female board riders"

Hand made in Torquay 



 >> Social Media Channels >> 
follow our process
Instagram: UandI_Design


>> Brand Identity  >>
work in progress

//PINTEREST mood-boards

VIsual language moad-board

Logo and Icon moad-board


1. Paint
2. Scan
3. Vecorise
4. Add typography & test different lock-ups 





>> First collection >> 


The Wild Card Collection
( unknown local… unsuspected…. worthy contender ) 

The 'Wild Card'...  unknown surfer, local contestant. Loved and supported by communtiy, unsuspected to succeed against the big names, yet prove to be deserving of centre stage. Taking on some of the biggest surf corporations in Australia. Established in the same sleepy surf town... Torquay. 

U&I is "The Wild Card".

The copy together with our logo will be used as a teaser and awareness campaign to get people talking locally in the area. Getting the interest of key people in the heart of the Surf Industry we have hit jackpot. Tone of voice is closely considered to be on brand as; cheeky, confident yet subtle. 




These designs are the first of U&I micro collection consisting initially of two swimsuits and two coverups, with more variations and styles in the process. Designed for functionality and visual appeal in all surf conditions.

The colour way is black, grey and white. There is no variation for this collection as the design aesthetic has been designed around the fabric used. Using contrasting black mesh of white lycra creates rippling 3D visual effects that mimics the ocean, and this is the focus of the range.


We aspire our brand to sit within the mid to high price range, keeping in mind our customer. "She" is older, more established. The U&I consumer has grown up surfing and is now a woman, she is not a 'roxy girl' anymore. This price range is appropriate when calcualting our design, production and over heads costs etc.

All systems are run and controlled by the two founders. Production is handled privatly with all collections completely designed and produced by Jodie Hayes. This is a contributing factor that drives our costs higher. Fabrics are sourced for their quality and longevity ensuring the performance satisfaction in harsh conditions of the surf. Every new style is tested by us and our selected surf sisters and ambasadors to garanti functionality, quality and a consistand standard.

Costs is closely calculated

Storm SWM-01 - RRP $169.95

Belle SWM-02 -  RRP $159.95

Swell CVU-01 -  RRP $129.95

Impossible CVU-01 RRP $ 139.95



kindly write us a comment or follow us 
// Emma and Jodie
Instagram: UandI_Design


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