Tona the Label

Tona the Label was built around a clear point of difference. A swimwear brand designed to support a wider range of body shapes, with a focus on fit, flexibility and confidence. The ability to mix and match styles and sizes was central to the product, creating a more inclusive and considered approach to swimwear.

The strategy focused on bringing that thinking to the forefront. Rather than positioning inclusivity and sustainability as secondary messages, the brand was designed to reflect them from the outset. The direction needed to feel contemporary and confident, while still holding a sense of ease and wearability. Drawing on the founder’s background in fashion and styling, the identity leans into a more editorial feel, giving the brand a stronger presence within a competitive market.

A custom typeface was created for the logo, designed to feel distinctive and recognisable across both digital and physical touchpoints. This was carried through into packaging, tags and the Shopify website, alongside a considered approach to photography that reflects the brand’s tone and audience. The result is a brand that feels clear, confident and aligned, supporting both visibility and growth from launch.

Since launching, Tona has been featured in publications including Grazia, Vogue and Stylist, and has seen strong engagement and sales through its online store.