Liquid Dreams

Liquid Dreams Surf Shop

rEBRAND In the summer, fall, winter, and spring, we are here to keep you going.

liquid Dreams Maine 43.2 n - 70.6 W

Table of Contents

Client Profile

1

Creative Brief

3

SWOT Analysis

4

Expanded Target Market

5

Competitor Analysis

6

Style Guide

7

Logos

8

Textures

9

Mood Board

10

Print Ad

11

Media & Merchandise

12

Client Profile Company Name:

Liquid Dreams Surf Shop

About the Company:

Liquid Dreams Surf Shop opened in 1996 in Ogunquit, Maine by Mark and Rachel Anastas. It quickly grew and became the largest surf shop in Maine. After many years of successful business, the Anastas’ opened a second location directly on the beach in York, Maine. After over a decade of success, the surfing market was growing and Liquid Dreams needed to keep up with demand.

The Ogunquit shop moved to a new location that was over five times the size of their previous location, turning them into the largest surf shop in New England. The company now has two store locations; one in York, Maine and one in Ogunquit, Maine. In 2012, Liquid Dreams made the decision to add to the family, they built Hook’s Chill n Grill, a mexi-caribbean style restaurant, featuring a full bar and indoor and outdoor seating. It is attached to the Ogunquit store and it has become the go to hang out spot for local surfers and non-surfers alike.

Mission, Visions, & Goals:

To give their customers a place to go 12 months a year for all of their surfing needs. Whether its a 6mm winter wetsuit, a pair of flip flops, or a bikini Liquid Dreams will have you covered all year round. Here at Liquid Dreams we want your experience to be fun and unique, so next time you are in the Southern Maine Coast be sure to come visit.

Target Audience:

The primary target market would be 18-38 year old surfers in the New England area. They could also be tourists visiting the seacoast area, including York and Ogunquit, Maine. Most of the tourists hail from Quebec, New Hampshire and Massachusetts. However the primary target market would be two different categories; people visiting on vacation looking for surfing lessons and surfboard and wetsuit rentals, and local customers interested in purchasing surfing accessories and clothing.

Psychological influences that affect Liquid Dreams would be that surfing is viewed as a cool, hip thing to do. Therefore many people are interested in our product, it is also an industry that is greatly growing in the northeast. As far as situational influences, many of the customers are visiting on vacation, therefore they are willing to spend much more than locals sometimes are. Also, the majority of the people living there and visiting have an upper class or upper middle class income, therefore they have more money to spend on our products and services.

1

Industry:

The surfing industry is usually focused around an area with a year round warm climate. However, it is growing exponentially in the Northeast and interest in surfing and paddleboarding, especially paddleboarding, are turning it into one of the top sports in New England.

Strengths and Core Competencies:

One of our core competencies is our location and size. Liquid Dreams Surf Shop is the largest surf shop in all of New England. Another strength would be that the employees are extremely knowledgeable and are reliable.

Products and Services:

The Ogunquit store is the largest surf shop and paddleboard shop in New England, while the York location has beach access and does many rentals of surfboards, wetsuits, paddle boards and bodyboards. The Ogunquit shop has over 200 paddleboards for sale and over 300 surfboards. Both of the shops offer a variety of different lessons daily. They offer surfing lessons, paddleboard lessons, and children’s surf camps. They both sell a variety of apparel, including but not limited to: Quiksilver, Billabong, Rip Curl, Katin, Birdwells, Depactus, Reef, Patagonia and Hurley. One of the best product offerings they have is their private label, merchandise with the Liquid Dreams Surf Shop logo tend to be their biggest sellers. They also sell: shoes, flip flops,

Tone & Current Design Style Used:

The current design used on the website consists of bright blues, yellows, and oranges. The current design used for the store however is much different. The newest design for the actual store has light and dark blues which is much more visually appealing. Liquid Dreams has yet to update the website to the current logo.

2

Creative Brief Project:

Liquid Dreams Surf Shop Rebranding

Prepared By:

Jake Cryan & Hannah Hussmann

Background/ Overview:

Opened in 1996 in Ogunquit, Maine. A few years later, after successful business in Ogunquit, Mark Anastas expanded his business and opened a second location in York.

Unique Selling Proposition (USP):

New England’s biggest surf shop with 5,000 sq. feet

Objective/ Purpose/ Goals:

Our objective is to begin to sell not only summer surf gear but also winter snow and surf gear. Our Goal is to provide outdoor gear all year round.

Target Audience:

Our target audience consists of males and females between the ages of 23-44.

These males or females are physically active and spend a lot of their free time outdoors. Our Target Audience would also have to enjoy the winter season just as much as they enjoy the summer season.

Describe the Visual Appearance You Want to Achieve:

With the winter season quickly approaching, we would like to switch gears from our summer season clothing and apparel and move into the wetsuits and winter gear. That being said, we are looking to use more relaxing colors such as pale gray, cool blue, lavenders and reds. These colors go with the cold and rustic look we want to achieve. We also would like to keep our look simple and clean.

Taglines:

“ Liquid Love” “Liquid Life”

3

SWOT Analysis

Strengths:

Markets to large consumer base Unique product selection; largest selection of SUP in New England, private label Brand loyalty positive reputation

Weaknesses:

Lack of online store presence Online purchases account for 15% of profit

Opportunities:

Control of the market Reach into winter market by selling winter apparel and a dedicated winter line Expanding online store - open up their market Creating and hosting events that cater to the younger demographic

Threats:

Nearby surf shops New competition- threat to brand loyalty Competing with product pricing Lack of business in the winter

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Expanded Target Market: Name: John Michael Age: 32 Gender: Male Location: Portland, Maine Income Level: $65,000 Social Class: Upper Middle Class Occupation: Engineer; shapes surfboards on the side

Education: College Education, BA Marital Status: Single Hobbies: surfing, hiking, fishing, snowboarding, drinking coffee, reading books, traveling, and photography.

Mini Bio:

John Michael starts off his day by getting up early for a dawn patrol. Before heading to the beach to check out the surf he has to have his mug of coffee, just cream. He surfs for a few hours before heading to his job 9 am to 5 pm.

When he’s done with work, if the waves are good, he gets a quick session in. If not he stops at the local market to grab some food for dinner. He values supporting local businesses over big brands. By the end of the night, you can usually find him working on boards in his garage. He’s usually in bed pretty early so he can wake up early the next day and start all over again.

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Competitior Analysis: Summer Session:

The store has 2 locations, one in Jenness Beach in Rye, New Hampshire and one in Downtown Portsmouth, NH. The downtown location is located closer to liquid dreams and our target audience. The shop offers surf lessons, paddle board lessons and a kids camp during the summer season which is also a threat to liquid dreams because we offer the same programs. The store has 2000 sq. feet of space, 300 boards, and over 30 different surf brands. The online shopping section of their website is not up to date and is difficult to navigate through which is a weakness.

Cinnamon Rainbows Surf Shop:

The Store has one location which is located in Hampton, New Hampshire. The store has been around since 1983 so they have brand loyalty from their customers. The stores website is extremely organized when it comes to store rentals which is a strength for the store. The store’s target market resides on the New Hampshire Sea Coast.

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Style Guide Color Swatches CMYK: 28, 95, 100, 33 RGB: 134, 32, 12 HEX: 86200c Pantone: 174 C CMYK: 72, 52, 57, 32 RGB: 67, 85, 84 HEX: 435554 Pantone: 5477 C

Black CMYK: 82, 71, 59, 75 RGB: 16, 24, 32 HEX: 101820

CMYK: 69, 31, 52, 7 RGB: 85, 137, 126 HEX: 55897e Pantone: 625 C

CMYK:43, 63, 62, 26 RGB: 124, 87, 79 HEX: 7c574f Pantone: 7518 C

White CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: ffffff

Type Face Market Deco (Regular) ABCDEFGHIJKLMNOPQRSTuvwxyz 0123456789 ITC Avant Garde Gothic Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ITC Avant Garde Gothic Std Book ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ITC Avant Garde Gothic Std Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

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Logos

Liquid Dreams Surf Shop

Liquid Dreams Surf Shop

Liquid Dreams Surf Shop

Liquid Dreams Surf Shop

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Logos

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T E X T U R E S

10

M o o d b o a r d 11

Print ad Surf Shop

In the summer, fall, winter and spring,

we are here to keep you going.

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Media & Merchandise

13

Media & Merchandise

14

Media & Merchandise

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Contact Information

Liquid Dreams Surf Shop

Hannah Hussmann

hhussmann756@flagler.edu (215) 760 4302

Jake Cryan

jcryan502@flagler.edu (207) 641 7839