Brand Identity
Campaign
Pyzel Surfboards hail from the North Shore of Oahu, Hawaii. A distinctive and recognisable brand synonymous with high performance surfboard design, derived from surf culture. The brand personality and essence can be defined as performance, innovation, and artisanal.
Presented two alternative brand identity proposals. Deconstructing the existing logo identified two core components, a logotype and a graphic element, outlining a distinct avenue for each proposal. A construction-oriented process, using shape to build and define form, enabled the creative outcomes to embody the brand’s purist artisanal approach to surfboard design, and performance values.
The strategy for the art direction was to pursue an editorial influence, focusing on product and curation to shift the perceived image and narrative of surfing. The intention was to communicate a sense of luxury, and highlight the brand’s artisanal processes and craftsmanship. The approach defines a luxury narrative that directs attention to the precision and skill involved in surfboard shaping, elevating the brand beyond performance and functionality to an expression of refined artistry.
The minimalist, editorial direction enables a departure from conventional surf branding, which often relies on bold typography and energetic imagery, and instead subverts these norms, reflecting a broader shift in modern surfing culture—one that embraces changes in attitude, accessibility, and representation across demographics. Repurposed the second brandmark proposal to function as a performance line logo, akin to AMG for Mercedes-Benz. Applying the same strategic direction and visual language system ensures a cohesive and consistent brand image is maintained.
