King Surf Shop
King Surf Shop provides surfers and beach-goers with the latest in surf gear and apparel, catering to pro surfers and novices alike. I was challenged with developing the brand's visual identity and creating marketing collateral. All assets were created using Adobe Illustrator.
Needs: Friendly | Adventurous | Surf Culture Inspired
Logo
Business card
Advertising material to promote local events
Target Audience: Men and Woman ages 13-55 with a passion for surfing and coastal lifestyle
Competitors include Ron Jon Surf Shop and Billabong.
After conducting research on King Surf Shop's competitors, I began to test different fonts and seek inspiration.
Type Options:
I chose the fonts Besteam, Royal Brush, and Black Swan as primary type options because they flow nicely, are friendly, and remind viewers of the ocean. I chose Lemon Milk and Bebas Nue because I wanted the secondary font to contrast the main font. They still looked like something one would come across in a surf shop.
Logo Inspiration:
Magazine Inspiration:
Style guide:
I chose this color palette because the colors are fun, adventurous, and abundant in the summer and on surf apparel.
After rough sketching my ideas, I created a black and white logo in Adobe Illustrator. I wanted to ensure that the logo I made had balance. Palm trees are typically a lot skinnier than surf boards so I made sure the logo was not uneven. I also wanted the focus to be on "King Surf Shop" since that is the most important part of this logo. The logo I have designed is fun, adventurous, and centered around surf culture.
I then added the brand colors and store information into a fun, adventurous, single-sided business card.
Next was a magazine ad to promote a local event. The magazine ad I created is simplistic, yet catches the viewer's attention and stays on brand. By hosting a surf competition, both surfers and spectators alike will be drawn to the surf shop as well as any bypassers. Humans are naturally drawn to pictures more than words which is why I have decided to have the picture cover the entire page with essential information added.
At the end of the project, I included two mockups as potential King Surf Shop items. Tote bags are great because King Surf Shop can use them to bag items that customer buy. This way when customers walk around the beach after purchasing something, the surf shop is advertised. It also eliminates the use of plastic, supporting a big movement especially popular among coastal areas. Surf shops also typically have fun hoodies so I made a colorful sweatshirt that people would wear around the beach or wherever they go, advertising the shop.
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