Pearly Queen London is a new fashion-forward swimwear brand, inspired by 'the outgoing London girl who wears her swimsuit from pool to party across international beach and festival destinations such as Coachella and Ibiza'. The branding and editorial design for the brand was created by Passport Design Bureau in Leeds, founded by Jonathan Finch and Rosalind Stoughton in 2012.
Of the branding project, they said: 'Founded by fashion editor and stylist, Sophie Robinson, the brand cites classic 80's swimwear as a key influence and it was this element that dominated the identity we designed for her. An array of pearlescent, holographic and iridescent finishes and substrates were used to indicate the impact of the 80s upon the label. They were applied thoughtfully and sparingly so as to ensure the brand was born with a high-end, aspirational feel, but often paired with blocks of vivid colour to keep the tone of voice young and spontaneous.'