To engage to their audience, this extreme sports store goes from retail, to creating a brand new brand for themselves, and competing inside with their own products.

The whole imagery was recreated to enable this change, to have it make sense, keeping elements from their old logo -the triple drop symbol- while adding refinement. 

Drops logo can be represented with two possible colors, that are used in combination on the stationery, store’s decoration, and overall brand's identity.