Challenge
KIBYS is a brand with over 20 years of experience in the production and commercialization of beachwear on both a local and global scale. Historically, its value proposition was shaped by reactive market demands. However, with the arrival of a new generation at the helm, the need arose to renew its essence and flip the formula: moving away from being a reactive brand to becoming one with its own identity—a brand where every action is an authentic reflection of its DNA.

Strategy
Based on the strategic framework developed by FM_Projects, which expanded the brand’s universe from the strict concept of "beach" to the broader context of "summer," we set out to find the narrative hook that would elevate every KIBYS piece.
Under this premise, we defined the core concept:
“The most beautiful things only shine in the sunlight... Collecting them has led us to where we truly belong.
KIBYS, Summer Gems”

Identity
Summer is our habitat; under the sun, our gems shine.
The visual identity is built upon this luminosity: the color palette is inspired by the nuances of the sunset; the wordmark is a stylized, sophisticated, and feminine expression; and finally, the brand mark represents a gem shaped by the fluidity of the wind and waves, capturing an organic and natural movement.

Credits
Team Invade: Tomás Saldarriaga / María Vélez / Laura Arango / Juliana Vélez

FM_Projects: Felipe Agudelo / María Giraldo

KIBYS: Alejandra Vallejo / María Vallejo / Diana Pineda / Natalia Latorre