New York, USA
Thursday April 28
12:00pm
Sydney, Australia
Fri April 29
1:59am
Paradise_FinalDesign_160428_MLP_A_DEVNOTES
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Jack Erwin  

Honing Jack Erwin’s brand experience to tell the story of the contemporary cobbler.

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Founded in 2013, Jack Erwin is a direct-to-consumer luxury mens shoe brand. Their point of differentiation: handmade Italian shoes at an affordable price. After two years of quick growth and success, we were engaged to hone Jack Erwin’s brand story, which meant rethinking their branded materials and digital experience as a holistic system.

We created a brand that modern men could relate to. We designed a visual system that provoked the same trust between cobbler and man: Guarantee quality, product - and lifestyle. We evolved the logo mark, introduced consistent color and texture across printed material and in store. We art directed Spring and Fall campaigns, and directed the use of these assets across their digital channels. Last, we revamped their e-commerce experience by introducing a simplified content strategy, and strong branded elements throughout the website. The result was a brand that was confident, aspirational, understated, and truly reflected the men purchasing and wearing JE shoes.

  • Art Direction
  • Visual Identity
  • Digital
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Kaelen  

Capturing Kaelen’s minimalist design essence and attention to detail in print.

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Kaelen is a NYC based women’s clothing line created by Kaelen Haworth, selected as 1 of 10 designers of CFDA’S {FASHION INCUBATOR} Class 3.0 The Kaelen collections explore the dichotomies of masculine and feminine, classic and contemporary with an emphasis on subtle detail and textile. Paradise was first engaged to create a print and digital brand book for Kaelen, to send to potential retailers. We were then engaged to adapt this brand book to a larger, more buttoned-up book that would act as her final CFDA submission.

We created a small pink brand book that tapped into Kaelen’s more cheeky, fun brand voice. Layouts were clean, juxtaposing themes of each collection and emphasizing textile and garment details. At the heart of the book, we contrasted the clean spreads with collage style pages printed on pink paper. This section was used introduced the Kaelen story, weaving together images of her inspiration, travels and process.

We created a bold and simple user interface to house the lookbook online, playing with arrow cursors and large page updating page numbers.  

The goal for the second lookbook was to create a beautiful object that felt sturdy, timeless and quintessentially Kaelen — so our emphasis was on the book cover and case. We needed something equally feminine and masculine, subtle and bold.  The cover became timeless: no branding, grey linen and an inset macro photograph. In contrast, we created a more contemporary, and heavy transparent plexi-glass sleeve, with the etched Kaelen logo.  

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Convicts  

The spirit of camaraderie and rebellion of Convicts shines through with a bold identity and editorial website.

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Convicts is an Australian digital media brand that produces original and branded multimedia content including video and events. Born out of the merger of two successful business ventures — media company Billabout, and Nolita boutique B_Space— that feature Australian brands and personalities, Convicts is breaking ground by exploring the relationship between digital content and the event or shop experience. Convicts reached out to Paradise to define their new brand, and to create a functional, beautiful editorial website.

Keeping in mind the camaraderie, pioneering nature and burning rebellion of the Convict, we created a clean logo mark inspired by the “Pheon” or “Broad Arrow”, seen on convict clothing in the early colonial Australia as issued by the British Government. We paired the mark with a bold and modular visual vernacular in a sleek black and white color palette.

The Convicts website was designed to have a bold aesthetic, a simple and intuitive content strategy and UI/UX and moments of excitement and experimentation. Our main focus was on the Convicts page and Convicts Map. The Convicts pages house a video, interview and content. We created a custom video player, that, scroll, becomes sticky, so that users could listen to the video while skimming through content below. This allowed for a rich viewing experience. For the convicts map, we created a custom city-guide for each featured Convict with a Google Maps integration.

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Leader Bag Co.  

Designing a contemporary & utilitarian diaper bag that fits the modern family for Leader Bag Co.

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Founded in 2013 by three mothers - and sisters - Leader Bag Co. gives modern parents a contemporary and stylish choice in an otherwise uninspiring sea of unicorns, polka dots and rainbows. Paradise was engaged to design this diaper bag and has since evolved into Leader’s creative consultant. In addition to two phases of product design and production, we’ve worked with Leader Bag Co on their product strategy and offering, managed their branding process while solidifying an overarching creative direction, and revamped their website to allow for a broader e-commerce experience that can grow as the product line does. With only two short years in market and Leader Bag Co.’s brand strength has allowed them to successfully transition into a predominantly pre-sale based sales model.

The ultimate goal for the Leader Bag Co. brand is to celebrate Moms and Dads, and to ease and facilitate the shared role of parenting. The bag design needed to reflect this. The inside of the bag was designed for function: pockets of different sizes, mesh elastic holders, water-repellent & wipe-clean fabrics and a pouch insert to hold a changing a Leader Bag changing mat & diapers. On the outside, the backpack is designed to be contemporary & gender neutral: waxed-canvas with leather accents in a neutral color palette. Keeping the parent & their babies in mind, we sourced safe fabrics, and produced with local, US manufacturers.

To match the back-pack design, we contracted New York based designer Lotta Nieminen to develop a mark and visual system to reflect the quality and values of Leader Bag Co. Our recent update to the website introduces an intuitive e-commerce experience with a stronger narrative explaining the function of the products & modular system that will expand with the brand and their product line.

  • Brand Strategy

  • Creative Direction

  • Product Design

  • Web Design

  • Web Development

  • Production Sourcing and Management

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Prize  

Prize Pins: Small in size, outrageous in personality.

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Prize Pins is the love child of Luke Flynn and Kym Naimo, and a Product of Paradise. After living and working in New York, the two friends were inspired to break their black on black outfits and add a bit of excitement to their daily uniform.  Pins, they thoughts. “Garment Spice,” they nodded.

With a bold brand, graphic art direction, original collections and curated collaborators, Prize Pins has gained a steady social following, and has been a leader bringing pins to the mainstream. The brand unifies itself with the simple idea of fitting big personality into small detail.

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Mikoh  

The introduction of Mikoh’s adventurous new category for the endless summer wonders

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Mikoh is a colorful and luxurious swimwear brand created by and inspired by the lives of sister duo Oleema and Kalani Miller. Paradise have a longstanding relationship with Mikoh collaborating on seasonal textile prints, and in 2015 helped launch their debut eyewear line by way of design, manufacturing, product photography, packaging and lookbook design.

Seasonally we draw inspiration for the swim prints from what is the essence of the Mikoh brand: the textures, patterns, colors and beautiful nuances of the ocean and flora found in an endless life aquatic.

For the introduction of their debut eyewear line we created three unique styles: two bold, 60’s inspired frames in sleek black, kelp and sand acetate, and a classic, lightweight, all-titanium aviator. The frames were unified with consistent details: a solid machined and polished bar sitting low on the temples and matching branded inserts at the temple tips. All lenses are polarized for maximum UV protection and clarity. All pieces were handmade by our manufacturing partners in Japan to the highest quality standards.

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Saturdays  

Creating consistency across all branded materials with Saturdays.

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Saturdays is a lifestyle clothing brand born from the rituals of surfing: clothing, conversation, coffee and curation. Saturdays & Paradise have collaborated on a series of small projects that has posed an interested, and relevant, design challenge: how do we create consistency for a brand while constantly evolving the system across multiple channels. Our work with Saturdays includes art directing for season lookbooks, curating and designing Issue 4 of the Saturdays Magazine, creating the Saturdays Coffee packaging and curating an artist-collaboration series and digital design to accompany it.

  • Art Direction
  • Digital
  • Branded Collateral
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New York, USA
Thursday April 28
12:00pm
Sydney, Australia
Fri April 29
1:59am

Welcome to Paradise.

One of the most widely accepted interpretations of Paradise is the Garden of Eden, home to Adam and Eve before they got kicked out for eating fruit. But there are as many notions of Paradise as there are people dreaming of it. For some, Paradise is a hammock swaying between palms on a deserted beach; for others, Paradise is an ice-cold beer at 5:15 on a Friday, or dinner and a movie–minus the kids. Some people even find Paradise while being struck with a pizza shovel in the basement of a nightclub.

For us, Paradise is our design and product studio. That’s what we called it– Paradise. And it happens to be our source of literal Paradise because it’s here that we’re able to take our knowledge and past experience working in-house for brands, and use it to create hard hitting and award winning new work for others. Our background sets us apart: we’ve been in the trenches and we know our shit. That’s Paradise.

— What Makes Us Different

In the Trenches. Our time spent in-house has given us insights into the customer feedback loop that many agencies never get access to. Launching award winning product lines with some of the most innovative marketing, sales, design and operations teams has taught us the complex balancing act of brand and business

New York City + Sydney. Travel is a key part of how we operate and the brands and products we create reflect that. And offices on directly opposite sides of the world means our team literally works around the clock.

Skin In The Game. We've built our own brands from the ground up. And we’re still doing it. We've had successes, but more importantly failures. We’ve bounced back bigger and badder than ever. We feel your pain and understand the ever-changing landscape because we live and learn in it everyday.

Product. At the core of everything we do is product design, and while the products we design run the gamut from fashion accessories and fragrance bottles to furniture and VR headsets, the one constant is our process and ability to represent a brand's essence in the physical form.

— Who We Are
Jay O'Neill Director of Product

Jay spent more than 10 years on product design and management teams at action sports and lifestyle brands RVCA, Nixon, Billabong, Tsovet and RAEN before starting a freelance consultancy and becoming a partner in Leader Bag Co. where he is currently the Director of Product and Design. He co-founded Paradise in 2014.

Luke Flynn Creative Director

In 2013 Luke used the knowledge he gathered working as Art Director for Saturdays NYC and designing for NY based agencies Imprint Projects and Common Space — to co-found the accessories company Prize NYC. He also co-founded Paradise in 2014.

Margaux Le Pierrès Designer

Margaux balances out the in-house work with a strong agency background and a focus on branding and digital design. Margaux has been recognized by D&AD, The Type Directors Club and Awwwards for her excellence in digital design.

Yuji Tomita Development Partner

Yuji manages all things digital and development at Paradise. He started a winery in Argentina and helped launch Grovemade, a wood products company based in Portland. He co-founded Paradise in 2014.

— How We Do It

We Discover. We look at the big picture and how your brand fits into it. Where are you now and where do you want to be? You know your brand best–tell us about it. We listen. We nod. We hold our chins. We remove our glasses and suck on the stem. Then we blow your ever-lovin’ socks off.

We Strategize. We take the big questions into consideration: how will you stand out? Who are you? Why does your company exist? Why do you exist? Do you exist? Is anything real? Where am I? Then we blow your ever-lovin’ socks off a second time.

We Play. All the best ideas come from controlled chaos, and we are very good at controlled chaos. This is where experience makes way to intuition, and where truly original and compelling ideas are born. And if your feet are cold that’s because your socks just went missing again.

We Execute. We build your BRAND in a way that makes it stand out. The brand has something to say and we help it say it loud. Next thing you know–BAM! Where’d your socks go?

 
 
 
October 20 2016

Offsite | Plunder Down Under

After our quarterly meeting in Sydney we loaded up the 4x4 and headed south in search of swell. An unsuccessful surf session but a goddamn gorgeous road trip for some much-needed inspiration.

October 07 2016

Preview | Sylvr

A small preview of one of our most exciting projects for 2016.

Introducing Sylvr, a female-focused lifestyle media platform that uses VR & emerging technology to inform and inspire women’s journeys. Ladies, be on the look-out in 2017, because Sylvr is about to shake things up. Splash page here.

Excuse us while we kiss the sky.

Naming, strategy, branding, art direction and digital design by Paradise.

October 03 2016

Archive | Well Well

Well Well is vital hydration for a life in motion and is engineered from organic ingredients- watermelon, lemon and tart cherry.

And it’s goddamn delicious. We haven’t had one delivery last more than a day in the fridge.

We worked with the crew at Well Well on naming, branding, a splash page and motion graphics. Special shout out Collin Hughes for the product & lifestyle photography.

October 01 2016

Offsite | Utah

Scouting in the weird and wonderful world of Utah, a place with so much geographic diversity: from magnificent views at high altitudes to the vast smooth salt flats of Bonneville.

September 29 2016

Preview | FLWR Website

A preview of art direction and website we designed to showcase the beautiful work of FLWR - a New York based botanical studio specializing in creative consultation and floral design. Check it out here.

Case study to come, stay tuned.

September 28 2016

Preview | Mara & Mine

A preview of the latest look book we designed with Mara & Mine, showcasing their cheeky yet elegant and minimalistic footwear designs.

This season looks at the Italian heritage of the leathers and styles of the collection touching on the European sophistication. The collection is timeless in style with impulsive details and the stunning photography makes us want to head straight back to Italy.

September 23 2016

News | Down Under

Paradise will be in Sydney Sept 23rd - Oct 11th. NYC & SYD offices coming together for some strategic planning and beer temperature testing. If you’re in Sydney and want to say hey, email us at [email protected]

August 24 2016

Preview | Abbott NYC

Here is a sneak peek of the bottles we designed and developed for Abbott NYC- a new men’s fragrance company that aims to demystify the fragrance industry and make fine fragrance accessible to all- which will be officially launching in October.

Easily one of our largest projects to date, this entire brand was touched on by Paradise- everything from strategy, naming and identity, through to the campaign art direction and design & development of their website. And we couldn’t be prouder. Stay tuned for a full case study after the official brand launch. In the meantime you can see their teaser site over at abbottnyc.com

Packaging design, branding and art direction by Paradise. Still life photography by Stephen Johnson.

July 25 2016

Offsite | Italy

Change of scenery and some new desks for a week. Italy offered calm water, warm sun, and a new perspective. Food comas optional.

July 23 2016

News | Interns

Hey! We’re looking for a turbo-learning design freak to intern with us for the rest of the summer. If you are interested in interesting stuff, know how to use some adobe programs and are down to nerd out with us please tell us a little about yourself and why you are keen at [email protected]

See you in Paradise.

July 10 2016

Archive | Upton Belts

Some beautiful shots by our mates at Wedge & Lever of a sleek contemporary line of belts we designed for the recently launched online belt startup Upton.

The concept was to put a modern spin on the classic men’s belt across three different styles. We achieved a minimal machined symmetry in a space where traditionally more emphasis is placed on a handcrafted feel. The design and production of the buckles required some innovative design thinking around molding without parting lines in order to reduce the amount of polishing required and therefore the amount of damage that would be done to the edges.

We worked on a strictly product level on this one with the Wedge & Lever crew executing the branding, packaging, all of the amazing photography and art direction and some intense Orwellian brand videos that you can see more of here. Bravo gents.

March 16 2016

Offsite | Barbados

At Paradise we have a few ideas on how to focus. Sometimes it means packing up shop and hitting Barbados for a week.

Highlights from our offsite in March.

January 13 2016

Archive | Dudley's

The archives are getting us sentimental with an old neighborhood favorite of ours- Dudley’s. We worked with this team of champions when they opened in 2012 to create a hand-written wordmark and accompanying custom typeface that continue to live across a range of printed collateral.

If you are in the neighborhood stop in for a Bronte Burger and tell them “hello from Paradise.”