• Low Key

A CASUAL APPAREL BRAND THAT’S ALSO AN ATTITUDE

It all started with the love of an island.

After decades of running a successful diving business on St. John in the US Virgin Islands, the business owners could feel that there was just more that they could offer.

They saw an opportunity to tap into the island lifestyle and offer more: leisure wear, swim, and diving gear, even home décor; to build a lifestyle around the island life.

But with limited existing product, and no existing tangible brand beyond the diving business to speak of, where does one start?

That’s where J.Schmid came in. We started with research to understand the unique connection that people have to the island; then we used that learning to craft a brand story, and bring it to life in words and pictures.

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Livin’ Low Key means escaping your daily demands — no boss, no clock, no stress, no worries — just be as you are. Low Key is a laid-back attitude, a slower pace, an appreciation for the here and now. It’s not for everyone, but for those lucky enough to soak up the Caribbean sun, you know what turquoise waters and a white sand beach can do for your outlook on life.

Whether it’s enhancing your island experience or simply taking you to a special place in your mind, we always offer only the highest quality products made from the finest sustainable materials.

Come join us at Low Key and… set your soul free.

Set Your Soul Free

Livin’ Low Key means escaping your daily demands — no boss, no clock, no stress, no worries — just be as you are. Low Key is a laid-back attitude, a slower pace, an appreciation for the here and now. It’s not for everyone, but for those lucky enough to soak up the Caribbean sun, you know what turquoise waters and a white sand beach can do for your outlook on life.

Whether it’s enhancing your island experience or simply taking you to a special place in your mind, we always offer only the highest quality products made from the finest sustainable materials.

Come join us at Low Key and… set your soul free.

“I wanna go where I can lighten up the load
Drive a little while on the wrong side of the road
Get this laying low off to a flying start
Play my guitar in the Caribbean sun
Hang with the locals at the Quiet Mon
Where you can be a tourist, a beach bum, or a star
And be as you are”
—Kenny Chesney

 Brand Identity | Logo Design | Customer Personas | Customer Research | Product Vision

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The Art of Chilling

This is not an “active” brand.
We’re not helping you conquer the world.
We’re not a high-performance brand.
We won’t make you faster or stronger.
We just want to help you chill. Kick back. Relax.
Why? Because you’ve earned it. You’ve worked hard.
Tired of running the rat race? Then escape from it for awhile.
Have a drink. Climb in your hammock. Watch the sunset.
Life’s a beach, man. You might as well be comfortable.

Image Credits: Unsplash; Blue-green shoreline: Berti Benbanaste; Hammock Photo by Bonnie Kittle