Daddies Board Shop wasn’t looking to reinvent their brand, they were looking to refresh it. We recognized that this is a distinct issue and helped them come up with a way to speak to old fans and reach new ones.
This project involved a new logo, color story, collateral, and mood board to help position their new look. The fans of Daddies liked the new brand so much, they wanted to wear it. Within a few months, there were speed suits for longboard racing stitched with leather versions of the logo. The fans continue to find new ways to make the brand their own.