The Coral Empire produces men’s swimwear to wear anywhere.

Pursuing a place in the luxury fashion market, our identity design and photography helped cement the label as a premium Australian brand.

Regenerated Italian fabrics mean The Coral Empire’s price point comes in pretty high.

Can luxurious identity design convince you the cost is worth it?


Developing an elegant look and feel to align with the label’s quality and practicality, brand design is heavily inspired by the colours found throughout Australia’s vast oceanic landscapes. Heritage serif typography, a nautical scheme and simplistic layouts embody the brand’s dedication to classic, tailored fits — implying luxury in all aspects.

Pattern design transforms deep sea scenes into wearable art through vibrant, stylistic illustration. Bustling schools of fish, crowded coral banks and iconic aerial views convey beauty and meaning, subtly communicating The Coral Empire’s commitment to preserving The Great Barrier Reef.


Preparing a comprehensive shoot schedule and mood board during the pre-production stage, we sought to capture moments consumers could potentially visualise themselves in.

Scouting a location in the upmarket suburb of Balmoral, editorial fashion photography addresses the brand’s wealthier demographic, while reflecting the practical duality of the shorts from sea to shore. Simple, on-set styling ensures the brand’s casual effortlessness is captured in images, positioning the label as aspirational – yet achievable.

An in-house, studio product shoot focuses on minimalism to draw attention to the quality of the shorts, highlighting intricate pattern details by capturing products on models, in flat lay and through close ups.

Photography has been well received on The Coral Empire’s social accounts and in the media, with campaigns featured in both statewide and national print and digital publications.

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