We pay a lot of attention to the extremes of life - caring for the generations before and after us.

Yet middle age is filled with its own unique challenges to navigate and opportunities to conquer. It's a transitional time of growth and development; of responsibility and fulfillment; of changing physical and emotional demands.

SOMETIMES THE BEST REACTION TO A DIFFICULT SITUATION IS TO JUST DO NOTHING AND TAKE A PAUSE

Niteswim was created by entrepreneur and middle-ager, Amy with the needs, realities, ebbs & flows of middle age in mind, providing moments of rest and replenishment one bath at a time through unique, herbalist-formulated bath products blending magnesium-rich salts with healing botanicals.

“THERE MUST BE QUITE A FEW THINGS A HOT BATH WON’T CURE, BUT I DON’T KNOW MANY OF THEM” - SYLVIA PLATH

With an incredible bath formula and a powerfully evocative name in hand, we partnered with Amy to create an identity world for the Niteswim brand that sparks an emotional connection with the needs and realities of the underserved middle-age target; that feels premium and luxurious without sacrificing sustainability; and that can flex and extend as the brand grows.

FIND YOUR LIGHT IN THE NIGHT

We created a brand world and visual identity for Niteswim that immerses the user in a luminous and tranquil experience, reflecting the full moon on waves of calm.  Building in playfully imaginative hand-crafted touches, the end result brings a refined edge to a personally meaningful story.