SUP California is an online and physical retail store in Folsom, California, founded by a paddleboard enthusiast Jaime Caluya-Johnson. We created an identity system that reflects the energy and of this relatively new sport while giving it a modern face.
Stand Up Paddleboard tends to get lumped in with the surf genre, and our challenge was to find a way to represent SUP California as a distinct activity and geography.
The desire was to capture the youthful side of this emerging market - the resulting identity does that by virtue of its boldness and simplicity. By shortening the name in the logo, we were able to create both a verbal and visual abbreviation that fits the casual and fun personality of the brand.
The results is a brand that is clean, bold, stylish and modern. It embraces the youthful southern California spirit yet sophisticated and timeless for the brand's future.
