When creating the verbal and visual identity, we wanted to show the uniqueness of eFoiling.
Unlike surfing, you don’t need wind or waves for eFoiling. You can surf in complete silence, because the board no longer touches the sea at all, thanks to the lithium-ion battery. It was the silence and the pause from the waves that served as our inspiration for creating the brand name. In the surfer’s dictionary, Lull represents a break between two waves. And as the definition of Fliteboard is surfing without wind and waves – Lull is the perfect presentation of that break that becomes an activity. Also, Lull is the solution we used to describe the freedom, adrenaline and feeling of floating over the sea that eFoiling provides.
Equally, by emphasising the absence of waves, we made a distinction between eFoiling and the ordinary surfing everybody has in mind. We added the signature eFoil surfing to the brand, in order to specify the activity of the brand itself.
Since eFoiling is still unknown to many, when creating a visual identity, we wanted to show the uniqueness of this activity, and that is the board with which you float. This is how a typographic solution was created, which contains the fin board itself in a negative space. Playful typography communicates enjoyment and free time on the high seas.
So Lull became the perfect presentation of a break between waves – which becomes an activity.
- Agency/Creative: Fabula
- Article Title: LULL BRANDING – Visual and Verbal Identity for E-Foil Surfing Client
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Croatia
- Agency/Creative City: Rijeka
- Market Region: Europe
- Project Deliverables: Brand Creation, Brand Design, Brand Identity, Brand Naming, Design, Logo Design, Pattern Design
- Industry: Entertainment
- Keywords: e-foil surfing
Creative director: Marko Perožić
Copywriter & Creative strategist: Tena Ružić