Pesce, the Italian word for fish, is a hypothetical surf shop located in Half Moon Bay, California. Pesce specializes in surf apparel, equipment, and accessories, and caters to big wave surfers and novices alike.

The design of Pesce Surf is meant to appeal especially to females and beginners. In a largely male-dominated sport, shops tend to have a more masculine energy in their design. I wanted to take a different path and provide and identity system that was warm and approachable.

The color scheme and watercolor textures of the brand are reminiscent of the ocean and sand, with an organic, natural quality, almost as if untouched by technology.

Final1pesce moodboard

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burlap bag