Reefs developed from a crowd sourcing assignment, where we had to design 4 logos in 4 weeks. Once the logo had been developed it needed a complete identity from packaging to a storefront wireframe. This lifestyle company has a direct tie with the surf culture thus they wanted that evident through the collateral. Their tagline is Surf. Skate. Ride. Which they needed the packaging of apparel easily identifiable with what category it belonged to.