Based in San Clemente, Shopes Shapes is a surfboard shaper specializing in custom and asymmetrical boards. I led the art direction and developed a brand identity that reflects the laid-back, earthy spirit of the Southern California surf scene—featuring a neutral, sun-worn palette. My work included logo design, branding, and photography, all crafted to highlight the individuality and craftsmanship behind each board.
Shaping a Unique Brand
For Chris, there's nothing more rewarding than riding a board he built from start to finish. Surfing has always been his way of connecting with nature—a practice he started as a kid and never stopped. Over the years, that deep passion for the ocean evolved into a desire to shape and glass his own boards, leading to the creation of Shopes Shapes: a space where one-of-a-kind boards are crafted to reflect the individuality of every surfer and help foster a deeper connection for the ocean.
The asyms and twin fins are at the heart of what makes Shopes Shapes unique—each board features a one-of-a-kind silhouette and a distinctly soulful style. Paired with earthy, muted tones, they reflect the brand’s connection to natural flow, individuality, and laid-back California surf culture.
Strong Brand Identity
Brand identity that blends the laid-back essence of San Clemente surf culture with refined, intentional design. Centered around a warm, earthy palette of rust, olive, cream, and brown, the branding reflects the hand-crafted nature of these unique boards. Bold yet minimal typography, surf-inspired icons, and textured patterns ground the brand in its coastal roots while giving it a timeless, elevated feel.
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Laid Back Lifestyle Photography
The lifestyle photography for Shopes Shapes captures the easygoing rhythm of Southern California surf culture. With candid, movement filled moments, textured details, and sunset-soaked imagery, the visuals highlight the handcrafted nature of the boards and the meditative energy of the shaping and glassing process. The result is a photo style that feels personal, grounded, and effortlessly cool—just like the brand.
Elements that Tell a Story
The brand elements I designed for Shopes Shapes come to life across applications like business cards, stickers, packaging, and merch—each piece working together to tell a cohesive story rooted in craft, individuality, and surf culture. These tactile details help reinforce the brand’s identity and create a lived-in, story-driven experience from board to customer.
