SUMMARY
We began by asking why Chilewich, a brand known for quality and innovation, hadn’t connected with younger consumers. Through research and testing, we found a desire for products that feel personal, elevated, and experience-driven. We designed three beach kit tiers that blend Chilewich’s signature materials with customization and storytelling. By aligning the product with luxury lifestyle moments like boating and travel, we helped reposition the brand for a new generation. This matters because it shows how legacy brands can stay relevant through emotional connection and thoughtful design.
challenge
We identified a gap between Chilewich’s strong legacy and its emotional connection with younger consumers. Through interviews and surveys, we found that this audience values personalization, lifestyle-driven design, and social storytelling. They saw Chilewich as high quality but not made for them. This revealed an opportunity to reposition the brand by creating customizable products that fit into aspirational settings like beach days and yacht trips, making the brand more relevant, personal, and engaging to a new generation.
Outcome
The project became a three-tiered set of personalized Chilewich beach kits—Sunset, Daybreak, and Seaside. Each kit combines the brand’s signature textiles with curated accessories and lifestyle storytelling. The design allows for customization and taps into aspirational moments like beach days and boat trips. This outcome directly addresses the need for emotional connection, personalization, and relevance among younger consumers while honoring Chilewich’s legacy of quality and design.
MEET THE Designers:
Crista Sicilia
Paula Carvalho
Niki Balakumar