Salty is a personal project I created that captures the sun-soaked, laid-back spirit of California surf culture and translates it into stylish, expressive clothing and accessories for a youthful market. The essence is all about a youthful, artistic reimagining of the expected. It's about California as the place where anything is possible, where creativity thrives.

I wanted to show an expressive and bold design focus on streetwear-inspired surfwear. I started by creating a custom wordmark as the primary logo for the brand. The wordmark will incorporate street art lettering elements with a subtle graffiti influence.

Beyond the street art inspiration, the design will subtly integrate the iconic wave symbol, a staple of surf brands. From this base I created some visual expression focusing on expressive and individualistic tone of voice, using the street art lettering style.