Northwest Florida’s Scenic Highway 30A has long been distinguished by its fresh, sophisticated, comfortable and modern lifestyle. And there’s no other spot quite as quintessentially 30A than WaterColor® (we at WaterColor® Inn might be just a little bit bias). Along 30A, sugar-white, turquoise and emerald-green pastel hues meld into a colorful palette of effortlessly casual elegance. It’s this fusion of South meets Coast that has become an iconic and authentic representation of our beloved beach community. From building signs to shirts and totes to towels, the WaterColor® style is equal parts elevated and approachable, easy, breezy and always served with a touch of Southern sweet-tea hospitality.

So what makes our style so recognizably WaterColor®? We’ve pulled together some of the essentials to help style your beach vacation (and enjoy it long after it comes to an end).

WaterColor® Style Essentials

  • Beach Cruiser
    The preferred method of transportation within WaterColor and up and down 30A! Bikes of all sizes can be rented for the day at WaterColor’s Bike Barn.
  • Baseball Cap
    Whether your style is twill or trucker, a branded baseball cap is a must for days spent under the sun, whether hiking, biking or laying on the beach.
  • Graphic Tee
    A simple yet eye-catching WaterColor®-branded tee is a style staple among the casual WaterColor crowd.
  • Beach Bag or Tote
    This may go without saying, but the bigger, the better! Sea Bags® are ideal for carrying a beach-day’s worth of essentials, as are the trusty complimentary beach bags available to WaterColor Inn guests (and available for purchase after checkout).
  • Skin Protection
    No accessory can match well-cared-for skin, which is why a trusty SPF never goes out of style. Locals seem to prefer Supergoop!®, sold at the WaterColor® Store in the WaterColor Town Center.
  • Swimsuit
    With all of the fun in the sun to be had, you may consider packing a few swimsuits – or grab a sophisticated Isabella Rose design, now available at the WaterColor® Store.
  • Sandals
    Ipanema sandals for her and Peter Millar flip-flops for him. Consider your feet well dressed for the occasion, whether you’re walking to the beach, exploring the community or enjoying a drink (and a view) at FOOW.
  • Local Jewelry
    A signature, yet understated, piece of jewelry by a local maker, such as Rory Ashton designs, distinguishes savvy visitors and locals from first-timers.
  • Water Bottle
    Whether for storing water, cold brew or another cold beverage of choice, a colorful canteens and tumblers abound in WaterColor. Be like the locals and grab a branded one by Yeti and Corkcicle, always available for purchase at the WaterColor® Store in the WaterColor Town Center.
  • Well-Dressed Canine Companion
    Four-legged travelers enjoy the beach life just as much as the next creature, and in WaterColor®, you’ll find them notably dressed to impress, with a branded collar or pastel-colored bandana. Turns out life isn’t that ruff!

Taking the WaterColor® Lifestyle Home
The WaterColor® Store, located at the WaterColor Town Center, is the official purveyor of the WaterColor® Style, featuring thoughtfully curated lifestyle products by beloved Southern retailers, jewelry by local designers and vacation-essential products by quality brands like lululemon, Peter Millar, Vineyard Vines and Supergoop!® – all in addition to WaterColor®-branded merchandise, including uniquely designed t-shirts, home decor and beachwear. You’lll also find plenty of signature home items – like candles, soaps and pillows – to recreate your WaterColor® Inn experience at home and keep your vacation going long after it’s over. Learn more or shop online at

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Details included in this story were accurate at time of publication but are subject to change based on seasonal schedules, amenity and/or operational updates. For the most current information, please visit the respective property’s website.