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.
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.
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.
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.