Deka is iconic.
Deka is skate.
Skateboarding is a distinct and iconic sports-related lifestyle, predominantly occupied by male youth. Deka's focus is on males between the ages of 18 and 25, at the latter end of their youth. Deka aims to focus on positioning complimentary products and services within the realms of the social circles that define these skateboarders.
A strong colour palette of black and white, complemented by hand-drawn typography and a hand-rendered logo, creates a distinct and iconic brand that is reflective of the concrete jungle. High rise buildings, brick walls, brushed concrete and stair rails define the natural habitat of the Deka consumer, and this is reflected in the branding outcomes produced.
This project involved the rebranding of dead brand, DEKA. My brief was to create a basic set of branding materials that would develop the recreation of DEKA.
