Brand Identity Design for Salty Face Surf Shop
Reda Oumomen
Salty Face is a surf shop selling outfits, tees, hoodies, patches, and stickers to young Californian surfers, built on energy first, with a tad bit of craziness. The brief called for branding that looks professional enough, without overlooking character and personality. Something that blends serious with cool.
The problem
The challenge here was showing that rich personality while also keeping it simple, clean, and professional. As well as communicating that beach vibe, meshed with cool surfer kid energy.
The result
A salty face mascot had to be born, and it seemed like the best option to achieve the desired outcome. Clean and simple enough to be professional. And expressive enough to clearly show character and depth of personality. Combined with a custom logotype, they create the Salty face logo, which gives the brand a solid base to build on.
I developed a scalable and responsive logo suite, without overcomplicating it. It's designed to be the foundation of a repeatable system that clearly and easily showcases the brand's core. The other main part of the system is the chunky typography that can be used as special headlines and decorative elements simultaneously.
Like this project
Posted Jun 26, 2026
Created a scalable visual system for Salty Face, combining professionalism and surfer energy.
