Li Ning Beach

  • Beachwear Trend Direction

  • Mens Consumer: Day/Beach

    Mens Consumer: Day/Beach

    Outgoing, sociable & fun loving men. Active taking part in various sports activities; soccer, basketball & volleyball. They enjoy city & beach life and are free spirited individuals who like water sports as well as other activities. Hugely into technology, gaming and music.

  • Mens Consumer: Night/Club Scene

    Mens Consumer: Night/Club Scene

    Fun loving & ready to party. Dance music is the major factor in the youth market. Ibiza is at the heart of the European club scene. Trance, Balearic and commercial house which dominate the Ibiza music scene attract a dedicated following with clubbers following their favorite DJ\'s play residencies at the Ibiza superclubs. Imported drinks are the taste of choice.

  • Mens Seasonal Theme: Psychedelic Surf Festival

    Mens Seasonal Theme: Psychedelic Surf Festival

    surfing through a fantasy world of vibrant waves. Combining classic Chinese art traditional characters & reinventing them in a contemporary way. Mixing this with a contemporary psychedelic style.

  • Mens Graphic Elements: Psychedelic Surf Festival

    Mens Graphic Elements: Psychedelic Surf Festival

    Examples of elements to be used in this concept.

  • Mens Colour Palette: Psychedelic Surf Festival

    Mens Colour Palette: Psychedelic Surf Festival

    Potential colour tones for this theme.

  • Mens Graphic Applications: Psychedelic Surf Festival

    Mens Graphic Applications: Psychedelic Surf Festival

    examples of applications to be used in this concept.

  • Womens: Seasonal Theme: Psychedelic Surfer

    Womens: Seasonal Theme: Psychedelic Surfer

    Potential colour tones for this theme.

  • Womens Consumer: Day/Beach

    Womens Consumer: Day/Beach

    Outgoing, stylish, individual fun loving girls. They are into music, fashion, keeping fit - whether at the gym or taking part in sporting activities. These flamboyant & confident girls love the overall beach life as well keeping in touch with there friends, either eating out or at the many café bars, or via online social networks. Café society is a huge part of the Southern European youth market culture.

  • Womens Consumer: Night/Club Scene

    Womens Consumer: Night/Club Scene

    Ready to party, enjoys hanging out with friends, eating out and drinking in bars & visiting night clubs. Music is a huge influence & part of the youth market culture. Nighttime is their playground & style & image is a is very important.

  • Womens Graphic Direction: Psychedelic Surfer

    Womens Graphic Direction: Psychedelic Surfer

    Surfing through a fantasy world of vibrant waves. Combining classic Chinese art traditional characters & reinventing them in a contemporary way. Mixing this with a contemporary psychedelic style.

  • Womens Graphic Direction: Psychedelic Surfer

    Womens Graphic Direction: Psychedelic Surfer

    Feminine elements and shapes used in interesting, considered placement. Incorporating Chinese elements and illustrative feel.

  • Womens Graphic Elements: Psychedelic Surfer

    Womens Graphic Elements: Psychedelic Surfer

    Example of elements used for this graphic concept.

  • Womens Graphic Applications: Psychedelic Surfer

    Womens Graphic Applications: Psychedelic Surfer

    Examples of applications to be used

  • Womens Colour Palette: Psychedelic Surfer

    Womens Colour Palette: Psychedelic Surfer

    Fresh neon brights and contrast greys & deep blues

Project Brief

Following the development of graphical concepts for the Li Ning sponsored Bahrain 2012 Olympic team, Goose Design were once again approached to produce strategic direction for Li Ning SS11 Beachwear. We identified target markets, male and female consumers, sports and lifestyle competition, along with recommending key areas for distribution and pricing structure to establish to the line as a key competitor within the market.

The success of the strategic direction then led us to develop the apparel and graphical concepts for both the menswear and womenswear Beachwear collection. Using 1990’s fashion, Chinese art and folk story-telling as a basis for research, Goose proposed a surf-psychedelic inspired line entitled ‘Beats and Beach’ for Li Ning to incorporate into their new collections.