South Swell is a branding concept for a boutique surf shop with two California locations: Venice Beach and Malibu. When you think of California, undoubtedly its iconic surf culture comes to mind. A sense of nostalgia for a 1960s golden age of longboards, the Beach Boys, and Endless Summer couples with the contemporary surf boom’s affinity for a free-spirited, laid-back lifestyle connected to nature to create classic images of this legendary scene. South Swell harnesses this imagery and distills it into a timeless surf aesthetic that transcends generations of surfing in California.
Color Palette
A colorful yet earthy and slightly muted color palette feels natural and calming, like gliding down the line of a perfect Malibu wave on a summer day.
Branded Merch
Stickers and apparel carry custom graphics inspired by Southern California’s famous beaches.
Branded Merch
Stickers and apparel carry custom graphics inspired by Southern California’s famous beaches.
The Malibu wall is an iconic landmark at Malibu’s First Point surf spot. When it’s firing, dozens of boards rest against the wall as perfect lines of swell roll in.
