Salt Charm

The Project

Salt Charm is a swimwear brand with a Scandinavian coastal sensibility. Mila built the brand from the ground up — logo, colour system and typography — and produced the imagery that carries it: the seasonal catalogue, product photography of the new collection, and campaign visuals for launch. The work was shot in warm natural light with a restrained, sun-bleached palette, so the collection feels considered and expensive rather than seasonal and loud. Parts of the imagery were created using Mila's own AI model, which allowed us to produce the full range of product, campaign and catalogue visuals on one consistent art direction without the constraints of a traditional shoot.

Creative Direction

Warm diffused daylight, soft long shadows and generous negative space. Sand, bone, off-white and soft stone grey, with statement silver jewellery catching the light and a single dark anchor in each frame. The catalogue was art directed as a printed piece — editorial type, full-bleed imagery, colour swatch strips and product shots on plain bone backgrounds — so the print and the digital work read as one system. Tactile, sun-warmed and unhurried.