Building a Brand, Not Just a Product – The Billow Beach Identity
When I started Billow Beach, I wasn’t just creating a 3-in-1 beach bag with a towel and pillow—I was creating a brand.
A brand isn’t just a logo, a product, or a website—it’s the feeling, the experience, and the story behind it. I wanted Billow Beach to be more than just a beach bag. I wanted it to represent adventure, freedom, comfort, and the ability to rest anywhere.
In this blog, I’ll take you behind the scenes of how I crafted the identity of Billow Beach—from the brand message and colours to the customer experience and community building.
Step 1: Defining the Billow Beach Vision & Mission
Before diving into logos, packaging, or social media, I asked myself:
💭 What does Billow Beach stand for?
💭 Who is it for?
💭 What problem does it solve?
The Core Message of Billow Beach
✔️ For the Dreamers & Adventurers – Billow Beach is for people who love the outdoors, travel, and spontaneous getaways.
✔️ Effortless Comfort Anywhere – Whether you're at the beach, the park, an airport, or a waterfall, your Billow Bag ensures you can lay back and relax anytime.
✔️ Affordable, Elegant Luxury – I wanted Billow Beach to be beautiful yet practical, giving people a luxury feel without the luxury price tag.
This guiding vision influenced every decision I made—from the design of the bag to the way I marketed it.
Why Listening to Your Audience Matters
When I first envisioned my brand, I had a very specific aesthetic in mind—black with gold stars and a woman on the bag. It was bold, unique, and niche. At one point, I was even drawn to bright orange, a colour that reflects my personality. But as I delved deeper into branding, I realised that my personal taste wasn’t the only thing that mattered—what truly mattered was what resonated with my target audience.
Instead of pushing my initial ideas, I started asking questions. I wanted to know what colours my audience was naturally drawn to, how they envisioned using a 3-in-1 beach bag with a towel and pillow, and what would make them excited to carry it. Through multiple rounds of feedback and four different branding trials, I finally arrived at the design you see today—one that not only represents my vision but also aligns with what my customers truly want.
If you’re thinking about starting your own business, my advice is simple: start now and keep refining. Your idea will evolve, and that’s part of the process. The key is to keep going—because eventually, it will come to life exactly as it’s meant to. Just don’t give up. (I can help you, check out my other business Pretty Cool Marketing to find out how)
Step 2: Choosing the Right Brand Aesthetic & Colours
I wanted Billow Beach to evoke a relaxed, stylish, and adventure-ready vibe.
HOT TIPS:
I used Chat GPT to give me Hex codes that would fit my aesthetic I asked it for 5 typography options for my font and i spent hours on Pinterest curating what colours resonated with my vision most.
You can input the Hex codes on free site Coolors
And explore the typography's in Canva
Step 3: Crafting the Billow Beach Experience
A product is just an object—until you make it an experience.
I wanted customers to feel something when they used a Billow Bag—whether they were:
🏝️ Laying on the beach after a long week
🛫 Traveling and needing a comfy rest
🏕️ On an adventure, discovering new places
How I Created an Unforgettable Brand Experience:
✔️ Branding – From the website to social media, everything was cohesive and felt like it belonged to the Billow Beach world.
✔️ Storytelling – Every post tells a story of adventure, relaxation, and comfort by showcasing behind the scenes and how Billow Beach can be used in public.
Step 4: Building a Community Around the Brand
For me, Billow Beach isn’t just a product—it’s a lifestyle. That meant creating a community, not just customers.
🌊 Instagram, TikTok, Pinterest and Linkedin:
- Sharing behind-the-scenes content of searching for a sailing boat, order and packaging vlogs and going live on Tiktok.
- Pre planing post on Canva and scheduling in Planolgy.
- Focusing on Seo and keywords in all posts.
📩 Email Marketing:
- Competition funnelling potential customers to Billow Beach waitlist
📢 Encouraging User-Generated Content:
- Asking people to share how they use their Billow Bag with care instructions card having a beach scavenger hunt on the back
- Showcasing real customers, not just models
- Thank you essential oils included in all order with a QR Code with a competition on it.
What’s Next? Prepping for the First Big Product Drop!
With the Billow Beach brand fully built, it was time to officially launch! In my next blog, I’ll share:
📦 Placing my first bulk order and the stress that came with it
📸 How I planned my first photoshoot (while heavily pregnant!)
💻 The marketing strategies I used to get people excited before the launch
👉 If you’re building your own brand, what’s been the hardest part? Let me know in the comments!
If you not following our journey on Tiktok - FOLLOW HERE
<3 Shakas