Initial situation

The Swing fashion label designs festive dresses for special occasions with passion and attention to detail. For more than 30 years, Swing has stood for relaxed luxury and exciting party styles. The branch and showroom are located in the fashion capital of Düsseldorf, but the heart of the internationally active company beats in Schermbeck: between the Lower Rhine, Münsterland and the Ruhr area, a creative team designs four collections a year as well as flexible NOOS (never out of stock) programs. And with every dress, Swing takes responsibility: BSCI-certified, sustainably and fairly produced in Europe.


In mid-2022, Managing Director Moritz Schwack plans to expand his company’s core competence. A second clothing brand will be launched with fashionable, playful, self-confident and feminine products that explicitly address a younger customer segment.
brandtouch° takes over the development of this new brand: Hey Kyla is born.


In addition to the basic strategic positioning, brandtouch° developed the naming, logo and corporate design as well as the linguistic tonality and the brand story.

Hey Kyla wants to be like a friend for young people, with whom you can always be yourself and with whom you can experience and share special events: the long-awaited prom, a romantic wedding party and all the celebrations that will be remembered forever. In short: “For today and forever”.

The corporate design combines two strong colors: a muted purple as the main color and a pure black for the logo and typography. The striking and memorable serif typography reflects the young, feminine and individual character of the brand. Similarly, the imagery uses dynamic poses against neutral backgrounds to showcase the woman and her Hey Kyla dress.


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