Salty Face – Brand Concept & Store Launch Campaign
Role: Art Direction, Illustration
Project Type: Fictional Brief / Concept Development
Client Type: Surfwear Brand
Project Type: Fictional Brief / Concept Development
Client Type: Surfwear Brand
Overview
Salty Face is a fictional surf-inspired streetwear brand built for bold Californian teens—groms, surfers, and sunchasers who live by the tide and dress like it. This concept imagines their first flagship store opening in Beverly Hills, blending coastal grit with city edge.
My creative response includes visual identity, social media launch graphics, short-form copy, and brand voice development.
Creative Direction
Salty Face isn’t polished—it’s raw, graphic-heavy, and unapologetic. The goal was to create a launch that feels like it crashed into Beverly Hills instead of quietly arriving.
I leaned into gritty textures, sun-faded tones, bold type, and irreverent messaging to speak directly to a youth audience with strong opinions and stronger style.
Instagram Launch Captions
Each social post was designed with a punchy, rebellious tone. Here's a sample of the copy I developed for a 3-post launch campaign:
Graphic 1 – “Surf grit comes to the streets…”
Creative concept based on a fictional brand brief.
Caption:
Beverly Hills just got salty.
We’re not here to play pretty—just raw surf gear for kids who carve their own path.
Tees, hoodies, stickers + more.
Come get loud.
📍 218 S Beverly Dr, Beverly Hills
#SaltyFace #StaySalty #CaliGrit
Caption:
Beverly Hills just got salty.
We’re not here to play pretty—just raw surf gear for kids who carve their own path.
Tees, hoodies, stickers + more.
Come get loud.
📍 218 S Beverly Dr, Beverly Hills
#SaltyFace #StaySalty #CaliGrit
Graphic 2 – “WE’RE OPEN”
Part of a fictional campaign for a surf-inspired streetwear brand.
Caption:
We’re open and we don’t do soft launches.
Salty Face has landed—gear for groms, surfers, and anyone who hates high tide rules.
First drop in-store only.
📍 218 S Beverly Dr
#SaltyFaceGear #OpenNow #BeverlyHillsSurf
Caption:
We’re open and we don’t do soft launches.
Salty Face has landed—gear for groms, surfers, and anyone who hates high tide rules.
First drop in-store only.
📍 218 S Beverly Dr
#SaltyFaceGear #OpenNow #BeverlyHillsSurf
Graphic 3 – “GEAR FOR GROMS, SURFERS + SUNCHASERS”
Fictional project. My creative response to a surf/streetwear brand brief.
Caption:
Sun-faded. Sand-worn. Zero polish.
Salty Face gear is made for the ones who stay out too long and burn bright.
Patches, prints, and pieces built for life outside.
📍 218 S Beverly Dr
#SunchasersOnly #SaltyFaceOfficial #SurfStreetWear
Caption:
Sun-faded. Sand-worn. Zero polish.
Salty Face gear is made for the ones who stay out too long and burn bright.
Patches, prints, and pieces built for life outside.
📍 218 S Beverly Dr
#SunchasersOnly #SaltyFaceOfficial #SurfStreetWear
Takeaways
This project let me blend illustration, brand storytelling, and social strategy into one gritty, sun-bleached visual campaign. It’s a celebration of surf culture—with teeth.
Tools Used
Canva, Illustrator