Project: Refresh their 30 year old logo to be more modern, yet still capture the fun beachy vibe.
Role: Everything! Account Director, Creative Director, Designer, Project Manager
Tools: Illustrator, InDesign, Photoshop
Brand Overview: La Jolla Kayak is well-known San Diego adventure company that offers kayaking, snorkeling, and bike tours, primarily around scenic La Jolla Cove.
Objective: They approached me through a recommendation to update their logo and refresh their brand identity. Their goal was a modernized design with a simplified font, while preserving the friendly, approachable, beachy feel. It was also important that the logo aligns with their perceived price point.
Considerations: Their logo had remained unchanged since they opened in 1994, so refreshing it was a significant step. Upon visiting their bustling-with-tourists store, I saw the opportunity to enhance their merchandise collection as well.
