A cheeky retro surf brand celebrating diversity and dedication to its craft.
Project
Wave Guru Surf Co.
Year
2023
Services
Branding
Motion Graphics
Illustration
Product Design
Video Editing
Client
Personal Project
Finding a vibrant personality within surf culture and celebrating diversity.
Wave Guru is a surf brand dedicated to crafting the best tools to master a wave. Through it’s retro aesthetic and cheeky verbiage, we created a mood that celebrates the laid-back surfer vibe while remaining true to the sport. The boards are engineered for different body types and skill levels providing the perfect condition to become one with your board.
Wave Guru celebrates diversity and fosters a swell that supports surfers from all walks of life, belief systems and lifestyles. The swell is a place where you can fully express yourself and unite with the surfing community. By encouraging this community while supporting a friendly competition on the surf, we believe we have tapped into the heart of surfing culture.
Logo and animation
The Wave Guru logo was designed to mirror the fluidity of the ocean with its organic curves and seamless movement. This fluid animation style emanates the laid back 'go with the flow' attitude of surf culture. In addition, the type forms have a funky chunky feel paired with hand a layering of colours used both in the animation and throughout the visual identity. The shaka sign seen within the logo is a sign of friendship and understanding and its hand-drawn line work can also be seen in the illustrations.
Illustration style
The illustration style was an opportunity to showcase the cheeky brand voice through diversity and inclusiveness within the brand. The illustrations explore surfers from all walks of life and different surf personas. Through these different personas, surfers can find and relate to traits that resonate with their own style. These illustrations can be used as an extension to the brand in addition to the graphics and photography.
Brand overview
