Fore & Wharf, an upscale apparel company in historic Portland, Maine, wanted to better communicate their upscale ambitions with potential customers. Originally a brick-and-mortar, Fore & Wharf launched their ecommerce site to reach consumers nationwide but struggled to show off their New England roots that were obvious when shopping in-person. To do this, I created three branding concepts, each with a similar mission but a different approach. The products shown in each concept were pulled straight from the Fore & Wharf website to show how each branding approach would neatly fit into their physical and web-based spaces.

Each concept represents a theme of coastal life: perhaps a respite from the "big city", maybe focusing on the simple things, or even the upscale turn many coastal communities have taken. Regardless of which theme speaks to you, these concepts represent a turning point for Fore & Wharf, cementing their spot in the saturated apparel ecommerce industry.