Designing for Coastal Businesses: How Location Can Shape Your Brand Aesthetic

There’s something unique about coastal towns and islands—the pace, the people, the views, the light. Whether you’re in Guernsey, along the Hampshire coastline, or anywhere with sea air in your lungs, location has a real influence on how a business feels—and, by extension, how it looks.

As a designer who works with a lot of coastal brands (especially around Guernsey and the south coast of the UK), I’ve noticed that geography often plays a quiet but powerful role in shaping a business’s visual identity. It’s not always obvious, but it’s definitely there—woven into the colours, the tone, and the overall vibe of the brand.

So, how does location influence design? And why might it matter to your business?

1. Colour Palette Is Often Inspired by the Landscape

Coastal brands often lean into softer, natural tones—think seafoam blues, sandy neutrals, driftwood greys, or even those bold pops of beach hut colour. These palettes aren’t chosen at random—they connect emotionally with people who live near or visit the coast, and they help ground the brand in its environment.

Whether it’s subtle or bold, drawing inspiration from the local landscape can help create a visual identity that feels right—like it belongs.

2. Branding Can Capture a Slower, More Relaxed Pace

Many coastal businesses, especially independents, have a slightly different energy from their city-based counterparts. They’re often more community-focused, a bit more laid-back, and connected to seasonal rhythms.

That tone can come through in the branding—whether it’s a softer typeface, a relaxed layout style, or the use of space and breathing room in the design. You can reflect a calmer, more approachable feel that resonates with the local audience (and visitors looking for that escape).

3. Storytelling Often Has a Sense of Place

Great branding is about more than just visuals—it’s also about story. And coastal businesses usually have strong stories to tell: maybe it’s about family heritage, sustainable sourcing, island traditions, or simply the daily inspiration from the sea.

When I design for a coastal brand, I try to bring that sense of place into the identity—through photography, illustration, texture, or tone of voice. It adds character and authenticity, and helps the brand stand out in a way that’s deeply rooted in its environment.

4. Seasonal Business? Design Can Flex With That

A lot of coastal businesses operate differently across the year. Summer might be buzzing with tourism, while winter is slower and more local-focused. Branding and print materials can reflect those seasonal shifts—think summer menus, event flyers, or special editions of magazines and brochures.

Design that’s flexible (while still cohesive) helps businesses adapt to their changing audience without losing their identity.

5. People Feel Strongly About “Local”

In coastal areas, there’s often a strong connection to the local community and a big appreciation for businesses that are clearly “from here.” That sense of local pride can be reflected in the branding—whether it’s through language, references, or subtle nods in the visual design.

A strong local identity doesn’t mean you can’t appeal to outsiders—but it gives your brand depth, and helps build loyalty among the people who know the area best.

Final Thoughts

Designing for coastal businesses isn’t about seashell logos and anchor icons (unless that’s your thing)—it’s about tapping into the unique atmosphere of your location and letting it influence the look and feel of your brand in an authentic way.

Your setting has a story. Good design just helps you tell it.