SURF DOG
BRANDING, PACKAGING, ILLUSTRATION | INSTRUCTOR: NATHAN YOUNG | ILLUSTRATOR, PHOTOSHOP, PROCREATE
ABOUT
Surf Dog combines the joys of a brewery with the compassionate mission of a dog shelter, ideally located on the beachfront in Outer Banks, North Carolina. Enjoy freshly brewed beer and great food on the deck that overlooks a vibrant dog park right on the beach. Every purchase helps provide essential care for dogs, encapsulated by the brands motto: “Eat, Play, Adopt!”
BACKGROUND
My passion for the beach and years of experience rescuing dogs with my family are the heart of Surf Dog’s concept. Over the past twelve years, rescuing and fostering dogs has not only brought immense joy into my life but also highlights the urgent need for support in animal welfare. This realization inspired the creation of Surf Dog, aiming to bring joy to others and enhance awareness of the conditions many animals endure.
Foster dogs over the years.3. PROCESS
After finalizing the restaurant's name, I started creating the logo, sketching various dog and surfing combinations and experimenting with different text placements. From these sketches, I selected simple logos like a dog on a surfboard and a paw-print wave and paired them with basic or beach-themed typefaces.
Opting for simplicity, I decided to keep the logo black and white to maintain consistency across the brand. The paw-print wave ultimately became the logo, capturing the essence of Surf Dog, with the addition of watermarks enhancing its oceanic feel. Inspired by a surf graphic, I created a hand-drawn typeface for the logo, later finding a matching font for uniformity throughout the brand. To summarize the brand's essence, I came up with the catchy phrase "Eat, Drink, Adopt!"
4. DELIVERABLES
In this project, the deliverables were all about integrating the brand's concept into every aspect. From the main menu and beer list to the beer label designs, Instagram page, and even items like dog bandanas and treats, everything was designed with a dog-centric approach. For instance, instead of serving nachos on a regular plate, they come in dog bowls. Additionally, offering both t-shirts for owners and dog bandanas further reinforces the brand's dog-focused identity. Overall, every element of this brand reflects its core theme of being centered around dogs.
Surf Dog has a playful vibe, and I wanted to create a new look that would make people excited to visit. My family and I often visit the Outer Banks, but as a Philadelphia resident, much of my inspiration comes from Wildwood, New Jersey, because it's closer and more accessible to me.
Illustrating Surf Dog's indoor and outdoor spaces was the highlight of my project, as it allowed me to immerse myself in the atmosphere I was designing. Visualizing the space was crucial, considering the brand's unique vibe, I ventured beyond my comfort zone and created environmental renderings, contemplating the blend of textures like sand, steel, and brick.I imagined sitting at the bar or relaxing on the outdoor deck, considering how best to seamlessly incorporate the brand's name into the surroundings—whether through paint, three-dimensional elements, or illuminated letters. Drawing inspiration from my mood board, I incorporated surfboards behind the tap handles, infusing the renderings with an authentic touch.
5. CONCLUSION
Throughout the process of creating Surf Dog, I found myself constantly wishing this was a real place. Friends and family shared their excitement about the prospect of visiting such a place. Now, I'm excited to explore how to turn this dream into reality, especially because I'm passionate about designing beer can labels and my love for dogs. I want to hear from you about what you'd like to see at Surf Dog. What features do you envision at Surf Dog? How can we ensure a welcoming and enjoyable experience for both humans and their furry companions, as well as potential adopters? Your input could play a crucial role in shaping the vision of Surf Dog.
While we wait for Surf Dog to become a reality, check out the Surf Dog playlist. It's filled with my favorite beach and summer tunes, perfect for chilling with friends and your furry companion.
CREDITS
Mockups from freepik
Stock images from Unsplash