Li Ning Beach

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.