Creating a brand:
“Deja Vu” surf store.
For this project, I was tasked with simulating a real-world client-designer relationship, where I had to envision a brand, understand its needs, and craft a tailored design solution. Starting from scratch, I created a fictional client (Deja Vu), defined their goals, and developed a comprehensive brand proposal that aligned with their vision. This project was a great opportunity to practice the entire design process; from research and strategy to execution, while learning to balance creativity with practical client expectations.
And that’s how “Deja Vu” was born.
DEJA VU, is a ready-to-wear label founded in 2022 in a small college dorm by two friends. Naia and Abbey, raised in completely different environments but with one thing in common; the ocean, the beach. One from the Basque Country in Spain, the other from San Diego in California.
We strive for designs that embrace a comfortable attitude for a creative life, seamlessly blending comfort, minimalism and good vibes in every cut. “DEJA VU is more than just clothing. It is a creative platform for the misfits, the outcasts and the wild to express themselves. We aim to inspire people all over the world, by empowering them to create and share ideas, moments and experiences without fear or judgement.
“Deja Vu”. We think we’ve seen it all. Help us prove this wrong chasing that endless summer, through our hashtag in social media: #itsummersomewhere.
During the initial phase of brand development, I created a comprehensive brand identity. This involved exploration of the company name and logo variations, as well as experimentation with form, color, and composition. This first step will always be the base for the whole design process.
To achieve a more realistic presentation, I designed several posters and incorporated them into a mockup of a surf store interior. This approach made it easier to visualize how they would fit within the environment.
Clothing tags design
For the clothing tags, I ensured consistency by including key brand elements on each one: the logo, name, slogan “it's always summer somewhere”, social media handles, and a hashtag. While the color combinations varied, I maintained a uniform layout for all tags. To personalize the design, I incorporated my own images on the front, matching the brand's aesthetic. On the back, I included brand information against a leaf-patterned background that I created.
creating clothing mockups
Making it a little real
Using some of the designs I created for this brand, along with mockups, I developed sweatshirt, hoodie, and tote bag concepts to bring the idea of a physical store to life. Throughout the process, I ensured the brand's aesthetic was consistently maintained.
This summer, I had the opportunity to work at a screen printing shop where I brought several designs to life.
After finalizing the logos and designs for each piece, I used the heat press to produce the first clothing items for the brand Deja Vu.
Few fun stickers
