Redesigning the visual identity of Swedish skateboard brand Streetlab™, is a delicate job. As one of the strongest institutions on the Swedish skate scene all of its customers and friends have strong feelings for the brand, and equally strong opinions on how they want it to look.
To respect this we decided to test the identity proposal out on a series of limited edition decks and t- shirts, so everyone could get a chance to feel the logo, sublogo and colors underneath their feet and on their shoulders. And by popular demand decide whether it's fly or die.
The proposal was accepted, adopted and implemented on all of the brands different elements.