Luv Surf + The Surf Life
Luv Surf, a boutique in Mission Beach, wanted to expand beyond retail into lifestyle branding by launching its own apparel lines: Luv Surf for women and The Surf Life for men. The goal was to capture the laid-back California surf culture and translate it into original, ownable graphics. I created a series of hand-drawn and digital illustrations that blended surf iconography, sun-soaked palettes, and casual typography. These designs helped position the brand as offering not just boutique retail, but branded lifestyle merchandise, enhancing tourist appeal and opening up new revenue streams in apparel.
illustration