Spooked Kooks

Working with the founder of Spooked Kooks, a soft-top surfboard company in New Zealand, I created a logo system that embodies the vibrant spirit of their brand. The Spooked Kooks brand is inspired by 90’s horror and the punk movement. The new logo needed to infuse these themes into surf culture without taking itself too seriously. We boiled it down to a severed shaka (or “hang loose”) hand and some chunky custom type.

The Shaka logo mark

The full title treatment including the tagline “Killer Surfboards”

Mockup using the logo type for a shop sign

Mockup of merchandise using the new logo

Along with the logo I created basic brand guidelines

Included below are a few early concepts for the logo

Early concept based on the wolf-man theme

Another concept using the Kookaburra to emphasize the Kooks in Spooked Kooks

An early wolf-man shaka design

You can find the Spooked Kooks logo in use at SpookedKooks.com and on Instagram here