Loco Surf is a new surf shop in Sanya Bay, Hainan Island, China, offering surfboard and wetsuit rentals as well as surf lessons. They believe that surfing is easy and accessible, and that everyone can enjoy the sport. Targeting the youth market (specifically millennials and Gen Z), Loco Surf needs their brand design to be vibrant, witty and enthusiastic, and to resonate well with rebellious, bold and assertive customers. Nevertheless, conveying trust and credibility remains one of the most important things when building their brand identity. Their mission is to create enjoyable, safe and unforgettable vacation memories for their customers.