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.
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.
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.
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.
"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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