Western Australian brand Hurricane makes it’s high street debut.
brand developed for the high-street, Hurricane represents Australia’s premium lifestyle. Starting from 2018 this brand will roll out bricks and mortar stores selling high quality apparel and accessories aimed at those who are invigorated by the romance of sunsets, salty air, the energy of the sea and the romance of the journey of a life lived in full from youth to whatever the road might hold ahead.
“a life lived in full from youth to whatever the road might hold ahead.”
Clarity & Sophistication
From the moment we started discussions with Hurricane, the brief was set in stone – the brand must be minimalist, with no clutter. Although the brand represents the earthy lifestyle of beachside living, the goal was to provide an experience for people who have modern, sophisticated and urban taste.
Australia meets the world.
Hurricane plan on becoming a premium international brand with plans for franchising in the works, so although their nationality is in the name, the iconography needed to subtly reflect Hurricane’s lineage. The final design for the wave and fin motif was actually developed from the shape of a kangaroo, giving the device a subtle and unconscious flavour of Australia.
estern Australia is the home of some of the worlds best surfing. Untouched beaches, warm dry climate and miles of beautiful empty landscape make it unique and almost a hidden secret. Creative Wolf was commissioned to develop the brand because of company owner James’s link to the state, having been born and brought up right on the coast in Perth.
Creative Wolf have been commissioned to develop the brand from the ground up. The brief covers graphic design, photography, film, web development and copywriting. Much of the design work will adorn the apparel itself and the styling will be carried through from stores to promotional material. Having established the heart behind Hurricane Australia, the coming years will see an ongoing relationship as marketing is developed across the full spectrum of media.
LOVE | SURF | LIVE | ALWAYS