It’s a Bay Bae Summer

Zoya - Gahzala Bay  by LMD, is a refined and serene coastal destination, we needed to stay true to LMD’s edgy brand personality, so to answer our 2022 branding and launch campaign brief we mixed both characteristics in a one homogeneous tone of voice.

Starting by what  makes Zoya different which is its bay, our playful campaign line “It’s a Bay Bae Summer”  mixes “Bay” with “Bae” a slang term of endearment that came into widespread in hip-hop & R&B lyrics around 2013, both sound like “Baby” making the base lyrics for our eclectic sound design.  In Summer you have nothing to do and you have all day to do it, inspired by that beautiful summer laze our cast seem to tend to get up then linger back.

Our Brand Design has an accent “O” setting like a sun, and a blocking  palette of deep teal and blue which we mixed with a bold paint brush typography and graphic splashes to guide our seasonal collaterals and giveaways.