We were approached by Vaughn Benniman , of North Devon Surf Hire, to work with him in updating his company image for the new season.

From the outset, we decided with Vaughn that although the existing company name was very descriptive, it didn’t offer a punchy, memorable & marketable identity for them. As North Devon Surf Hire is one of the longest established surf hire businesses in Devon, starting out in Saunton Sands in the late sixties, we knew that we wanted to play on this strength with the new branding. As well as this, it would be great to link into the ‘local’ and ‘established’ roots of the company. Ultimately, Vaughn wanted to create a ‘brand’ around the business, that then had the potential for future growth as surfwear, merchandise, etc.

goto11 were then tasked to put all these required elements together. Here’s what we came up with!

Head South is a great little company just starting out in North Devon. Founded by Sue Allen, it aims to offer tailor-made and hand crafted holiday experiences to the lesbian and gay market.

Sue approached us with our ideal scenario: She had a very clear & well thought out direction for the brand image. She had created a name we couldn’t hope to ever improve on! As a client, she had a great sense of humour & a willingness to let us run with the more risque logo suggestions. The end result was a logo that is very strongly feminine, yet with a retro surfy feel, as surfing will be one of the predominant activities offered. A strong tie using colours to both the natural aspects of the North Devon region, as well as the pink association with their target market. We were also keen to exploit the travel/compass potential of the flower, but with a definite cheeky nod with the subtle feminine symbology and double-entendre of Heading South at the same time!

You can find out more about Head South at www.head-south.com. We are currently developing the full site & will post more as soon as we launch.

Local Farm Box is a brand new initiative from one of the longest established fruit & veg wholesalers in the South West, Edds Greengrocers. Conceived by Ian Manix, 3rd generation owner of Edds, along with his lifelong friend John Ward, Local Farm Box is a food box delivery scheme aiming to promote local produce and encourage a healthier, more environmentally friendly way of living.

For this project, we were involved from the outset, before there was even a name in place. We were asked to see what we could bring to the table for a complete concept for naming & identifying the business. After a great deal of brainstorming, we decided that the name should play on the strengths of the concept & be simple, unadorned & appealing, just like the produce, so we proposed Local Farm Box, along with an earthy logo that reflected natural colours that you would find in both the produce itself, and its growing environment.

Here are a selection of tee prints designed for Hunter Boardwear for their Mens 2008 Spring Collection. These also feature the new logotype & icon logo we created for Hunter for 2008.