Rother's identity brings a bold graphic attitude to beachwear, pairing a compact wordmark with a modular symbol designed to move naturally between product, packaging and digital communication.

The system extended into campaign art direction, packaging, social content and digital catalogues. Combining hands-on design with creative supervision, each application was developed to keep the brand consistent, recognizable and visually confident.

Rother

I AM LAB, 2024–2025

Creative Direction, Brand Identity, Packaging & Art Direction: Lucas Coimbra

Scope: Visual Identity, Packaging, Campaigns, Social Content & Digital Catalogues

Detail of the Rother monogram hardware applied to red swimwear

Rother models seated back-to-back above the branded beachwear package

Rother social media art direction, tile 1

Rother social media art direction, tile 2

Rother social media art direction, tile 3

Rother social media art direction, tile 4

Rother social media art direction, tile 5

Rother social media art direction, tile 6

Rother black swimwear campaign portrait with a coconut

Editorial still life of Rother modular beachwear packaging

Product layout from the Rother Baleares digital catalogue

Cover of the Rother Baleares digital catalogue

Product page from the Rother Prisma digital catalogue showing a brunette model and bikini color variations

Overhead Rother campaign composition with two models in ivory swimwear