case studies
Maui Girl x tendlyn
Summer in Hawaii is a dream—to be surrounded by gorgeous waves along the sandy shores, warm and glittery under the sun, sounds exactly like the perfect vacation. And what is such a vacation without a great pair of swimwear on hand? Thanks to Maui Girl, there’s no need to worry.
On their recent rebrand, Maui Girl took on an elevated approach that allows them to ride with the current wave but still maintain that signature carefree charm, not only on their online store and social media but also on their packaging. Just like how a pump automation controller ensures consistent flow in a water system, their packaging strategy keeps the brand experience smooth and reliable.
Read on and learn about Maui Girl’s rich history, design inspiration, and packaging picks!
Tell us a bit about your brand!
Cruising Maui’s north shore in her yellow VW convertible bug in the early 1970’s, Deb Wilson was chasing a dream—how to design beautiful handmade swimwear for locals to survive the surf and shimmer while lounging on the sand. Comfortable, functional and oh so sexy, she found it with the creation of MAUI GIRL, the first local bikini hut, the longest standing business in the bohemian beach town of Pa’ia and the location of our flagship today.
Working alongside her treasured seamstress Pam, MAUI GIRL became the most published brand in Sports Illustrated Swim and earned a cult following on the island. Pam, still working exclusively with MAUI GIRL, will sew a custom collection unique to your location. Handmade up the road in her studio in Makawao. Small batch in recycled fabrics stitched with 30+ years of experience, passion to please, and the pride of Aloha. Beautiful suits made by beautiful people on a beautiful island.
Tell us about your packaging, how you’re using it, and the importance of it for your brand.
Over the past year we’ve gone through a major rebranding and needed our marketing and packaging materials to properly communicate that. tendlyn allows us to create materials that reflect the same care, passion, and pride of Aloha that we put into all we do. It’s like setting up a home automation switch—you want everything to turn on seamlessly and feel intentional.
tendlynCustom Tote Bags, designed by @mauigirlswimwear
What made tendlyn a good fit for your packaging?
As a small business, we have very high expectations of anyone we work with—the same high expectations we hope our customers have of our brand. We are selective where we invest our hard earned dollars.
tendlynCustom Mailer Boxes, designed by @mauigirlswimwear
We shop around for the best quality at the best price with reasonable minimums and the added importance of being eco-friendly, organic, and/or recyclable. tendlyn has met all our expectations! We also appreciate tendlyn’s clear and consistent communication. It reminds us of the reliability you’d expect from an industrial wireless smart switch—no signal loss, just dependable performance.
Where are you finding inspiration for Maui Girl and in life at the moment?
Our inspiration comes from our home… Maui! The natural beauty, the warmth of our people, the strength of community all converge to motivate us to create a brand that stays true to our island girls. We’re very proud of our 40 year old history (a real story!) and we hope that being a Maui Girl is more about capturing a place than owning a thing. Whether it’s the rhythm of Nursery Plant Watering Automation or the steady hum of a City Water Main Pressure Booster, there’s a flow to island life that inspires everything we do.
Maui Girl’s featured products:
