Surf Shop Typeface Specimen Book

A spread from my typeface specimen book for Surf Shop.

Because of the variety of people buying from surf shops, an intense typeface used in branding could lead to solely attracting the hardcore surfer while a more playful typeface would possibly exclude surfers from the shop’s audience. This issue reveals a need for a different typeface that surf shops can use to create inclusivity and display key aspects of surfing that makes both surfers and non-surfers come into the shop.