A San Diego, CA, surf shop delivering a unique soulful experience. A mecca for surfers, a place to buy and trade boards or take hands-on clinics from shapers, and most importantly, a space that brings the community together to support surf events, films, and culture.
Local San Diego surf insider Bird Huffman dreamed with creating a space that was more of a surf experience than a surf shop. The challenge was getting a fairly laid back audience to a location well off the beaten path, miles from the beach. And to develop a brand that would allow Bird to move away from carrying the mall surf brands, and sell his own branded goods. Would the surfers come, buy, and tell their friends again and again? Could this brand be built almost exclusively on word of mouth and earned media?
Authenticity is everything in the world of surfing. MiresBall needed to create an identity and brand expression that captured Bird’s DIY essence, insider lineage, and iconic locale. Housed in a ramshackle Quonset hut, The Shed is the ultimate surf man-cave highlighted by a personal collection of 1,000 classic boards with Bird ever-present as the benevolent purveyor of surf knowledge. MiresBall helped the brand organically grow, through every event, every group of traveling surfers, every editorial opportunity…letting Bird’s storytelling coupled with the imagery of the iconic location take the forefront. The brand goodness filled each hat, tee, and sweatshirt with undeniable credibility.