Tuesday Morning (Time to Surf) is a surf and lifestyle shop based in Bordeaux, founded by a passionate surfer with deep roots in local surf culture. The brand needed a complete visual identity that would appeal to the community while carrying personal meaning, honoring the founder's journey and the people who shaped it.

Develop a cohesive brand identity system (logo, color palette, typography, and branded materials) that authentically captures the founder's surfing ethos and personal story. The identity needed to feel fresh, youthful, and playful while maintaining sophistication. A critical constraint was minimizing production costs: the system had to work with a strictly limited color palette to optimize printing efficiency on merchandise (tote bags, business cards, stickers) without compromising visual impact.

I created a minimalist sun logo that serves as both visual symbol and personal tribute. The sun is a heartfelt homage to the founder's childhood friend who introduced him to surfing; its untamed rays evoke the wild, windswept hair the friend was known for. The gradient from red to sage green represents the founder's ritual of rising before dawn to catch the waves, capturing that transformative moment between night and sunrise. For others, it reads as a sunset; for the founder, it's a personal memorial. This dual meaning gives the brand unexpected depth. The typography is clean and contemporary, with "time to surf" set in a friendly serif that balances modernity with approachability. The branding extends across all touchpoints: a cream canvas tote bag features the logo and brand information in red, business cards showcase the gradient red-to-green transition, and digital applications display consistent use of the color system. The result is a cohesive, cost-efficient identity that feels effortlessly cool while carrying profound personal resonance.