Clairemont Surf | Garrettbrekk

CLAIREMONT SURF SHOP

BRAND IDENTITY AND SYSTEM

OVERVIEW

This branding identity project reimagines Clairemont Surf Shop, a family-owned surf retailer rooted in the Clairemont neighborhood since 1976. The goal was to modernize the brand while honoring its deep, longstanding surf culture and community ties. The visual identity reflects a balance of tradition and progression—drawing inspiration from the shop’s heritage, local coastline, and the authenticity of surf culture.

BRAND BRIEF

BRAND ESSENCE

SERVING CLAIREMONT'S SURF CULTURE SINCE 1976

MISSION

Clairemont Surf Shop is a family-owned surf and skate staple rooted in the heart of Clairemont since 1976. We represent the spirit of local surf culture—authentic, laid-back, and built to last. Driven by community and a love for the lifestyle, we’re here to serve the next wave of surfers, skaters, and coastal explorers.

PERSONALITY

Clairemont Surf Shop’s brand personality is grounded, approachable, and timeless. It speaks with the voice of a local who knows the break and respects the culture.
Relaxed but reliable, it reflects the character of the neighborhood—laid-back, loyal, and full of history—while staying open to the next generation of surfers. Whether you’re walking in for your first board or your fifth wetsuit, the tone is welcoming, knowledgeable, and genuinely stoked to help.

CORE OFFERINGS

Surf Gear & Repairs
Quality boards, wetsuits, and accessories—plus trusted in-house repair services to keep locals ready.

Apparel & Everyday Essentials
Laid-back, functional clothing and lifestyle goods inspired by coastal living and Clairemont’s surf roots.

Local Knowledge & Community
Honest guidance from experienced staff, along with ongoing support for the local surf scene and neighborhood events.

VALUES

Community-Rooted:

Authenticity

Reliability

Simplicity

Respect for Surf Culture

AUDIENCE PERSONAS

PRIMARY AUDIENCE

LOCAL SURFER

Leo is a passionate, community-oriented surfer who thrives on the local pride of Clairemont. He about the culture, the lifestyle, and supporting businesses that understand his needs as a surfer.

VALUE PROPOSITION

Clairemont Surfshop provides everything Leo needs and the shop’s legacy, knowledge, and dedication to surfers like him make it his go-to destination for reliable, crafted gear. It’s where Leo feels understood, supported, and equipped for every wave.

BOARDSPORT DAD
Dad who enjoys skateboarding & surfing, and dedicated to engaging with his family outdoors. Looks for high quality gear that’s reliable, safe, and versatile enough to be used by both him and his kids.

VALUE PROPOSITION
With a selection of surfboards, skateboards, and accessories suitable for all skill levels, the shop ensures his family has access to durable, safe, and performance-driven equipment. Provides confidence to equip his family with the best gear for every session.

THE NEW SURFER
Jenna is just getting into surfing but feels intimidated by the technical aspects of buying the right board and gear. She wants a shop where she can ask questions and get genuine, friendly advice without feeling like an outsider.

VALUE PROPOSITION
Clairemont Surf Shop offers a comfortable, knowledgeable space where beginners can find the right gear, gain confidence, and become part of Clairemont’s surf culture—without feeling like a rookie.

LOGO EMBLEM & SOLUTION

The logo solution for Clairemont Surf Shop draws from its original branding, reintroducing the subtle grid structure that once defined its classic logo.

By revisiting the shop’s archival marks, the new design respects its roots while refining the geometry for a more modern, versatile identity. Honoring the shop’s long-standing presence in the community while updating it for a new generation.