A project over the course of a year to redefine the look & meaning of one of Africa’s most exciting surf brands.

For the logo design, we took inspiration from African hand-painted lettering found on murals, buses, and boats all across Africa, as well as the Asafo woven flags.

For the relaunch campaign, we traveled to the city of Dakar, immersing ourselves to portray the real people of the local surf culture. The result was a burst of energy and vibrant color, an ode to the city and its locals.

We gave the photographer Lea Colombo, free reign to experiment with analog photography process. Using coloured lights and filters, as well as darkroom editing she was able to create distinct and colourful imagery.

From day to night, the film is a vibrant portrait of the city and its local surfers. Using 16mm film and saturated colors, Roberto Colombo aimed to capture the energy and mood of multi-faceted city.