SoBe Miami Watersport water sports company located in Miami Florida approached Persuaid with the task of a complete company rebrand. Within the initial positioning phase, we identified the core brand drivers: fresh, elementary and open-mindfulness. This starting point led us to the reinterpretation of an icon, the pineapple, a masterpiece of freshness and well-known for its symbolic meaning regarding friendliness and hospitality, in the southern part of the country.
Persuaid aimed for a design that was not only, fresh and vivid but also quality driven and serious. Therefore we derived the blueprint of the brand from a well known symbol like the pineapple and further more the brand font from the art deco district of Miami. We set up the branding system with a new distinctive logotype, a picture style, an initial icon system, responsive screen design, stationary materials like letterheads and business cards and further more initial ideas for marketing materials like give-aways, packaging and merchandise.