Date Fall 2010
Photography Sarah Lee
Select an either dead, dying or defunct brand that could benefit from a complete rebranding effort. Research the brand’s history to capture its roots and essence to help reinvigorate it through the development of a new identity, visual brand standards and brand extensions.
I decided to revisit Ocean Pacific, a once coveted surfing brand in California that sought to meet “the demands of surfers in and out of the surf.” I looked into their early beginnings as a grass roots company and redirected the brand to its original embodiment of the love of surfing and the laid-back lifestyle it left behind.
The refreshed Ocean Pacific unleashes its naturally adventurous side, challenging its audience to “Live Free.” It encourages an active beach lifestyle while advocating the protection of the beaches and oceans all around through its initiatives and activities. It keeps sustainability and conservation at its core through the innovative and environmentally-friendly products that help its target market perform fully.