Grower
Branding — 23

Grower is a structure composed of three companies that integrate surf shops, schools, and a waterfront bar, offering a dynamic experience to tourists.

Our naming refers to the constant evolution required by surfing, defining the user as a “Grower”.

This tribe concept takes shape through vectors that represent growth in lines and waves, with a visual identity based on a simple symbol that transforms into facial expressions and elements of local culture through motion, creating a character with a poetic and informative tone of voice.

Two color palettes are divided between daytime and nighttime activities, with a moving brush that alludes to the sun or the moon, depending on the palette chosen for each graphic piece.

Thin outline illustrations bring lightness and consistency, contrasting with the serif typeface that blends italic and regular styles within the same text, defining the brand’s typographic personality.