Lee Gamble, a hotelier and restaurateur, along with his business partner and world-class surfer Adam Griffiths, approached me with an exciting venture. They aimed to launch a surf-inspired bar on the historic Great Western Beach in Newquay, Cornwall. Their vision was to create an iconic brand that honoured Great Western's rich heritage and attracted surf fans, both new and seasoned.

The Challenge

First, we needed to attract people to Great Western Beach, which, despite its charm, is smaller compared to nearby beaches like Fistral and Watergate Bay. The location required a compelling draw to stand out among more prominent spots.

Second, the brand had to be authentically surf-inspired—one that locals would embrace and that honoured the history of Britain's first surfing beach. The goal was to make The Slope Bar a favourite among die-hard surfers, not just a seasonal spot for holidaymakers, thereby extending its appeal beyond the typical tourist season.

The Journey

I spent time with Lee, Adam, and surf historian Roger Mansfield to immerse myself in the rich history of Great Western Beach and its surf culture. These conversations provided invaluable insights into the colours, textures, and typography of the era, as well as the camaraderie among surfers in the 1960s.

What captivated me was the beauty of the location—not just the waves and sunshine, but the textures: the weathered paint, the woodgrain, the layers of history. To capture this essence and pay homage to the beach's heritage, I set about crafting the logo by hand. It needed to feel relaxed and serve as a throwback to those golden days.

The Transformation

I digitised the sketches and added a weathered texture to replicate the elements we'd fallen in love with during our 'research'—riding the waves, soaking up the sun, and feeling the softness of the sand. The result was a brand identity that authentically reflected the spirit of Great Western Beach.

The new branding made The Slope Bar more than just a place to grab a drink; it became a destination that celebrated surf culture and history. It attracted locals and surf enthusiasts alike, extending its popularity well beyond the summer holidays.