To: Vancouver. Love: Brazil.
Joaquina Beach Boutique was a swimwear and resort wear concept built around a simple idea: fashion should express the external and internal beauty of every woman. Bold colors, confident cuts, unapologetic style. All imported from Brazil for Vancouver shoppers.
Vancouver was the perfect launch market. It's a multicultural city with hot summers, affluent residents, and plenty of "snowbirds" who escape to beach destinations every winter. These are people who value style and aren't afraid of color.
We built Joaquina's brand strategy and positioning from the ground up, from messaging and visual direction to retail approach. The campaign leaned into Brazilian beach culture while speaking directly to Vancouver's style-conscious shoppers.
More than swimwear
Joaquina's product range extends beyond bikinis into flowing sarongs, kimonos, and resort wear pieces that work from beach to brunch. The line is designed for women who want to feel confident and expressive, whether they're poolside in Hawaii or walking the Seawall in Vancouver.
The brand's bold color palette and confident designs stand out in a Canadian market that tends toward safer, more muted options. We developed vibrant colour coding across the range, making it easy to navigate the collection while reinforcing that unapologetic Brazilian energy. That's the opportunity: bring the self-assurance of Brazilian beach culture to a market that's ready for it.