KAHUNA Paddleboards is a premium Canadian stand up paddleboard and accessories brand. Bridging the the gap between traditional Hawaiian surf culture and a growing SUP evolution. From it's humble beginnings in the garage of founder Steve Legge, the once small board company has become the Canadian premier SUP brand. I helped the Whistler-based brand redesign and relaunch its identity with an emphasis on clean aesthetics and functional form.
In order to secure its position as the number one stand-up-paddleboard company in Canada, KAHUNA Paddleboards needed to look the part. Unfortunately the original logo was stuck in the 90's and suffered from a bad case of the tribal tattoos. The objective was to build a solid brand image from tip to tail, from logo to webdesign.
Once a new logo was in place, we began creating board mockups and consumer brochures before moving onto fully redesigned website. There was a large amount of client involvement in this project, as the board designs were very technical and specific. Many of the boards I designed in CAD software to ensure accuracy.
KAHUNA now has a dynamic identity that captures the values of the company and sets it apart from the competition. Since rebranding, KAHUNA has doubled sales year after year and has become Canada's premier stand up paddleboard company. KAHUNA is now looking to expand its line and venture into new markets.
First Things First
FIX THE LOGO
Nothing against the original font 'Bon Jovi', chosen after the founders affection for the band, but the use with the KAHUNA wording just didn't fit. Using the existing feel and weight of the old logo, I crafted a unique logo type with more even spacing and better rhythm. I cleaned up the wave oval icon, adjusted proportions and added the proudly Canadian leaf to finish it all off.
Once the primary logo identity was established, the look had to trickle down into the various models and construction types. Each series logo needed to represent the boards within the group.
One of the technical difficulties with selling stand up paddleboards to dealers before they've been produced is showing them convincing, quality illustrations. These mockup shapes and graphics are accurate to the centimeter. Many of these boards I designed with the founders input in a CAD surfboard shaping program.
Using the large bank of outdoor image assets, I constructed a responsive site with subtle parallax animation and bold typography. The site allows users to learn more about the brand they love and encourages customers to make informed decisions about their SUP purchase.