Island Gypsy is a destination store located on the iconic Rottnest Island. Tasked with creating a distinctive brand that reflects the island’s charm while standing out in a competitive tourism market, this project included strategic brand positioning, custom illustration, and a dynamic visual identity system.

The result is a flexible brand built to perform across signage, merchandise, packaging, and digital — complete with a bold primary logo, detailed illustrated lockups, and a set of custom patterns and icons that celebrate the island’s personality.

This identity was crafted to engage the store’s diverse audience, from international tourists and luxury travellers to young weekenders driving word-of-mouth and social visibility. A design that brings retail, experience, and storytelling together — all in one brand.

Visual Identity Designed to Travel

The brand's primary logo draws inspiration from nature, with a customised display font featuring fluid curves that reflect the essence of water. Its playful, cohesive aesthetic appeals across generations — especially to younger audiences who drive organic social sharing. A bold, retro-inspired tagline font adds structure and punch, perfect for signage and display applications.

A complementary illustrated logo adds personality and charm. Featuring the Island Gypsy storefront and footprints symbolising a wanderer’s spirit, it functions as both brand asset and storytelling piece. Paired with its tagline, this version shines on shirts, hats, stickers, and merchandise that visitors proudly wear while exploring.

Patterns, Icons, and Meaningful Detail

The custom brand pattern captures key icons of Rottnest: quokkas, local flora, and best-selling products. Designed to evoke a breezy, summer atmosphere, the illustrations can also be used individually as icons — as shown in the Instagram mockups. These assets extend the brand across packaging, collateral, tissue wrap, merchandise, and even Hawaiian shirts, reinforcing Island Gypsy’s identity at every touchpoint.

A compact badge logo featuring the iconic island lighthouse completes the set. Designed for small spaces like stickers or labels, it uses a shell-like composition to unify sand, sea, and spirit — perfect for branded keepsakes.

Brand Positioning

Island Gypsy is more than a gift shop. It’s the go-to destination for one-of-a-kind, island-specific pieces that can’t be found anywhere else on Rottnest. With a focus on design, affordability, and storytelling, the store blends charm with strategy — creating products that capture the essence of a Rottnest escape, and turning simple souvenirs into meaningful memories.

This project captures more than just a retail brand — it brings the spirit of Rottnest to life through design. Island Gypsy now stands as a memorable, marketable destination with a visual identity built to travel far beyond the island itself.

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