High Tide Surf Shop Rebrand
High Tide surf shop opened in 1984 on Tybee Island, GA and quickly became home to a small yet close-knit surf community full of locals. It was the only true surf shop on the island at the time and it was the only place to get brand name surf equipment & apparel. Today High Tide Surf Shop has a great presence, continuing to be a safe space for local & vacationing surfers.
The goal for this project was to recreate the brand in a smart & interesting way. The current identity of the shop is very sporadic with lots of different logos & little to no exploration into an official typeface or color scheme. It was decided to create a brand that rested on one official logo. Through many iterations, a typography-focused logo was picked; in which the words HIGH TIDE were manipulated to mimic the shape of a wave.
A Whole New Look
Branding from the Ground Up
Once the logo had been created, Futura PT & Alverata were selected as the primary & secondary typefaces & an ocean inspired color palette was established. Once all the specifications were decided upon, a wide variety of sample applications were created. These included stationery, merchandise, posters & signage, & online advertisements.
