NAMING / Branding / PRODUCT DESIGN / Identity Design
ForShore: Don’t wait for waves. Make them!
Early in 2021, we crafted the brand for Jens-Peter's surf machine. This came after he successfully filed a patent for his invention and was en route to Maui to potentially collaborate with professional surfers.
The goal was to create an identity and slogan that rolls off of the tongue and:
Represents surfing or waves visually
Show it is a serious training device
That it is used on land (shore)
The Challenge
Birthing a New Surf Brand
How do you fit into the surf brand landscape but still stand out?
Do we focus on the machine and its circular nature or on the waves themselves?
What indicates that it is on land but for the ocean?
The answer is ForShore - it's for the shore, not the water, but your training translates to the ocean. The name is inspired by surfer slang, "For Sure!" It's a positive twist that echoes easily. The tagline emphasizes that with ForShore, the surf machine helps you create your own wave for training. It encourages making waves in the ocean by successfully riding them. “Don’t wait for waves. Make them.”
Process
Exploration
We first started sketching a variety of styles, focusing on the attributes of the “surf machine”, and in the process discovered that a wave-like pattern cutting into the words with the negative space is the simplicity and timelessness we were seeking.
Results
In Progress
Visit: www.forshore.surf
Contact peter@forshore.surf for more information and collaborative opportunities.