Lakai Ltd. Redesign

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Lakai Brand Redesign

This project was a complete rebrand of Lakai ltd. as well as creating multiple touchpoints. The primary goal of this rebrand was to differentiate them from their competitors and represent their dedication and support of the skateboarding community through their brand design.

Current Lakai Branding

Rebranding

Looking at Lakai’s current branding and website features a very clean and minimal look to them. Looking at their competitors online and in print there’s not much differentiation between them. They’re all vying for the same target demographic however no one is doing anything different in order to attract their audience. In my research I couldn’t find a single brand that was approaching design from a unique angle. Clearly, there was a great opportunity that was entirely untouched.

Having been in the skateboarding community I find that it’s odd that all skate brands are roughly the same in terms of design however not all skaters are the same. Skaters pride themselves on their individuality and no brand is treating themselves this way and taking the opportunity to stand out from the crowd.

Logo Redesign

The process for this logo design was to gather icons and symbols that represent the key features of the brand, also known as creating a “kit of parts” logo. These icons then were used in brainstorming and sketching in order to come up with an idea for the logo.

The final logo design was created by combining two icons, both from the skateboarding category. Combining both the shaka, which is a common hand signal among skaters, and the silhouette of a skateboard. There was also the consideration that they had to be different from their competitors when it comes to type especially for their logo, and so I chose to go with a design that represents the fluid and smooth motions that are created by skateboarding.

Logo Inspiration Icons

Final Logo

All the Difference

Creating the central element that differentiates the brand from it’s competitors I took an analog approach and created a texture that would be applied. A photo was taken of the griptape that’s on a skateboard and was used to create the texture seen throughout the brand. This represents the individuality that the brand needs to fight its competition.