Created at Public Address, 2023
Creative Direction: Chris Braden
Design Team: Benjamin Lory, Demmy Kyoung

Murf Electric Bikes needed a visual identity that was true to their roots and unique in an increasingly crowded market. We worked with the Murf team to focus the brand around the feeling they provided, not just the product they produced. That impossible-not-to-smile acceleration on the way to the beach is what the new identity is all about. A new wordmark captures the speed of the e-bike and surf style Southern California is famous for. The color palette takes inspiration from the flora that lines the beaches of San Clemente.