Hit the lip

Surfing company

Brand design, Art Direction

Hit The Lip is a new surf-wear brand that mainly deals with off beach clothing. During the research process, it became apparent that existing surf-wear brands have significant similarities, often using vibrant colours and have a strong association with the classic imagery of a ‘surfer dude’ lifestyle.

Therefore, Hit The Lip is a natural reaction to the brash swirl patterns and colours offered by other brands, leaving a crisp, clear and almost structural approach to something that would normally appear fluid.

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