Client: Sam du Feu
Sam du Feu is a master craftsman. With over 20 years' experience of creating custom hand crafted surfboards, Sam wanted a new identity that would reposition him in a market fast becoming saturated with machine-made / mass produced products.
The first phase of the rebrand was to move away from the current 'SDF' brand mark and put Sam's name upfront and foremost, highlighting his personal stamp on each and every board he makes. Plus, if you have a name like du Feu you have to use it!
A logotype and abstracted 'dF' brand marque were created with a paired back mono palette. Giving the boards a premium feel, the versatile elements work in a series of combinations, giving Sam options that will adapt to a wide variety of board shapes, styles and customers whilst maintaining brand consistency.