Magens Bay Concessions hired us to rebrand the World Famous Magens Bay Beach Bar, Cafe and Boutique. The Dimopoulos family has run Magens Bay Concessions for the past 35 years and is beloved by everyone on island. Magens Bay is recognized as St. Thomas' most popular and iconic beach (and serves up an equally iconic slice of pizza). The beautiful one mile stretch of white sand is a public park that was donated to the people of the Virgin Islands by Arthur Fairchild. This project was very meaningful to us as we have spent countless beach days, birthdays, Christmas mornings, months of summer camp creating countless memories at Magens Bay.

For the color palette we drew inspiration from the park’s forest green lifeguard stands and “sheds“ that dot the length of the beach, the bay's calm turquoise waters and its famous sugar white sand. For the typography we chose a stylized stencil font from the lifeguard stands and paired it with more a elevated script and serif fonts. Finally, we illustrated the iconic heart-shaped bay, the outlying island of Outer Brass and the leaf of the tyre palm, which is the only palm tree that is native to the Virgin Islands.