Supplying surf — A dynamic rebrand for an iconic local surf store.

Brand Strategy
Art Direction
Identity Design
Packaging Design
Typographic Design
Final Retouching

New Opportunity.

With the renaming of their business, Keel Surf & Supply saw an opportunity to revitalise and realign their communication to turn their already successful shop into a brand of its own. Keel approached Chaptr to help them articulate their brand and capture what it was that made them who they are, and where they want to go.

Welcoming change.

Through a couple of fun discovery sessions together Keel was able to understand has made them so beloved by their customers. Their welcoming community driven approach and curated selection of product is what separates them from the typical chain surf shops. With these findings, Chaptr helped communicate these distinct brand traits and turn a beloved local surf shop into a landmark destination and brand in its own right.

A local hero emerges.

The rebrand resulted in a high end surf destination with a refreshingly down-to-earth and welcoming vibe. A local hero emerges and continues to champion the iconic local surf shop revival with gusto and grace. 

Since the rebrand, Keel has seen an increase in traffic and sales through their shop and online store. The Keel brand apparel and accessories ranges continue to sell out. With their growing success, Keel is looking to expand to multiple stores.
"We are very happy working with Chaptr, we now have a brand that reflects our ideals and empowers our business goals."
Tarsh Langham
Co-owner Keel Surf & Supply
Photo Credits: Pat Capocci, Will Taylor, & Brodie McCabe.

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