Huey - Surfwear with soul

Huey is a new and unique brand of socially and environmentally conscious surfwear developed specifically for Generation Y and Generation X males who see surfing as a spiritual activity and a soulful way of life, rather than as a competitive sport. This market captures the cheekiness of the Aussie larrikin, while holding deep respect for the planet, for Australia’s indigenous culture, and for each other. The brand uses sustainable and Australian-grown certified organic materials for their products such as hemp for clothing, and bamboo for boards. A percentage of Huey profits go to supporting an Indigenous employment program which provides opportunities for disadvantaged young Aboriginal and Torres Strait Islanders. These uniquely Australian features will enhance the potential for exportation into other countries.

The brand will use light-hearted, but thought-provoking imagery as part of its visual identity to create a visual representation of Huey, God of the Surf. The character of Huey will be created using a fusion of Aboriginal and Pacific Islander markings and the Western idea of the ‘bearded man in the sky’. Having a god-like character attached to the brand will allow for the use of slogans such as “Huey, save our souls”, “Huey, hear our prayer” in various marketing activities, and will also provide another form of brand recognition in addition to the Huey logo.

Huey’s visual identity is inspired by Indigenous Australian art and culture, incorporating their use of colour (earthy pallets and vibrant nature-inspired highlights), facial markings and headdress. Other stylistic influences include street art, stencil art, tribalism, weather symbols and contemporary illustration.