Palm Tree People

Summery Brand Identity For Surf Apparel Brand

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Deliverables
Identity Design
Apparel
Collateral
Brand Strategy
Objectives

Summery brand identity for surf apparel brand for Palm Tree People, a surf clothing brand based in Long Beach, California. The objective of the project was to create a summery brand identity and apparel range that would embody the values and goals for Palm Tree People. It has been created for people who are passionate about exercise, outdoor activities and the environment. Surfers, hikers, skaters and yogis alike. Our job was to connect with this audience.

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Strategy

Our challenge was to create an exciting and innovative summery brand identity using very familiar imagery. To make the palm tree brand mark look unique and interesting we hand drew it to look almost childlike. This naivety created a carefree and easy going aesthetic that became a bit part of the desired summery brand identity.

Photo of woman wearing branded palm tree t shirt
Branded billboard signage for surf brand identity
Photo of a man wearing branded palm tree t shirt
Photo of branded phone screen for surf brand identity
Photo of branded surf board for surf brand identity
Photo of branded socks for palm tree surf brand identity project
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Process

We wanted to create a summery brand identity that would communicate the brand values, appeal to Palm Tree People’s audience and look good across a range of different apparel items. For the logo type we used a vintage Hawaiian inspired typeface with a hand drawn edge. We paired this with a loose, organic, hand drawn illustrative style that emulated the desired connection to nature. Using these stylistic choices we created palm tree and sun icons to use throughout the summery brand identity and apparel designs.

Photo of a woman wearing branded palm tree t shirt
Arch logo lock up for palm tree surf brand identity
Logo lock up for palm tree surf brand identity
Photo of a woman wearing branded palm tree hat
Palm tree brand icon for surf brand identity
Letter mark logo lock up for palm tree surf brand identity
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Design

For the flagship apparel design we were inspired by vintage surf posters and illustrated a hazy beach scene. The earthy yet vibrant colours communicate themes of nature, summer and youthful exuberance.

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Testimonial

"Oh my goshhhhh. The design is perfect! I love the line drawn look. Thank you so much."

Bahareh Ritter, Owner, Palm Tree People

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