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Surfer’s Quest

Creating a brand with wit and irony

Malibu Beach, North Shore, and...Seattle? The cache and attitude of surfing combined with the noble search for awesome sets no matter where they may exist. This ironic concept is the idea behind a new retail fashion line – Surfer’s Quest.

Starting with a study of surf culture, icons and surfing history, the brand first defined the mindset of the typical surf junkie, an adventurous spirit who seeks surf in any location. Next those attributes were then translated into the Seattle context where surfing (ironically) is non-existent. The result is a brand that is driven by the adventurous spirit of surfing for those who appreciate the quest for the perfect ride, while retaining the obvious futility of the quest.


Concept Explorations

Big Wave combines surfing aesthetics – bright colors and enormous juicy-wave-riding photography – with Seattle’s world-renowned surf locations.

Vintage is inspired by the classic long board surfing culture as well as Seattle’s own bright and often kitschy future circa 1964.

Quest,the direction ultimately selected, is the story of dedicated surf enthusiasts arriving in Seattle to seek out the finest sets in the Jet City. It is a hopeless cause, but a noble pursuit.


Brand Visualization

Retail Environment Prototype: Designed to create ironic authenticity, all of the materials, fixtures and imagery reflect the “road trip” experience as well as the brand story of the “Quest” for the perfect surf – no matter where.

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A variety of branded clothing with witty, ironic quotes added to the brand’s mystic and appeal. The “Search for Surf” line was based upon the noble quest for surf in areas not normally associated with big waves.

Product Hang Tags and Shopping Bag

Product Hang Tags and Shopping Bag

Retail Look Book:  The idea behind the retail concept, details of the line and merchandise samples are all conveyed to prospective buyers in the retail book.

Retail Look Book: The idea behind the retail concept, details of the line and merchandise samples are all conveyed to prospective buyers in the retail book.

Miscellaneous Branded Retail Products:  To help maximize merchandise opportunities, branded products were developed, such as beanies and thermoses to help keep warm on the drearier days of the quest; a duffel bag for stashing extra socks, and bumper stickers and posters to trick out the quintessential surfer’s van.

Miscellaneous Branded Retail Products: To help maximize merchandise opportunities, branded products were developed, such as beanies and thermoses to help keep warm on the drearier days of the quest; a duffel bag for stashing extra socks, and bumper stickers and posters to trick out the quintessential surfer’s van.