Summer of '84
Summer 2024 Seasonal Collaboration
A nostalgic ode to endless summer and the retro beach culture. Made for wherever the tide takes you.
Campaign Concept
A nostalgic ode to endless summer and the retro beach culture. The "Summer of '84" collection blends vintage graphics, bold prints, and sun-faded tones for a laid-back look that's made for wherever the tide takes you.
Consumer Moment
Endless Summer
Capture the carefree spirit of sun, sand and salt.
Beach Culture
Blend bold graphics and a vintage design.
Laid-Back Living
Easy, comfortable style for any summer adventure.
Product Narrative
Inspired by carefree beach days and vintage coastal style, this collection blends bold prints with easy, all-day comfort. Designed for wherever the tide takes you.
Design Language
Color System
Sun Faded Yellow
Reef Teal
Sand Cream
Leopard Brown
Vintage Olive
Material Story
Asymmetric Footbed
An asymmetric footbed crafted from EVA topped with leopard delivers a fresh, vintage feel with retro-strong styling.
Molded TPU Upper
TPU upper with a cushioned footbed for smooth, all-day wear.
Co-Branding Strategy
Co-branded logo with Reef celebrates the unique collaboration with our partner marks.
Graphic Details
The signature Lady Leopard print adds a bold, playful nod to retro beach culture, a co-branded graphic that makes the shoe instantly recognizable.
Campaign Execution
Digital
Retail
Signage
Brand System
Typography
Summer of '84
Headline · Krungthep Regular
Aa
Body Copy · Malayalam Sangam MN Bold
Layout Principles
- Bold headlines & strong hierarchy
- Plenty of negative space
- Product-forward composition
- Natural, textured backgrounds
Art Direction
Nostalgic, retro beach culture inspired by '84's summer. Sun-faded, bold, and effortless.
Creative Direction
Retro graphics and vintage prints. Laid back, coastal and endless summer vibes.
Project: Summer of '84
Next Project
Reef × Palm Golf Co. · Color & Materials Development
Onshore Collection
Reef · Summer 2024
Designed for good times.
Built for everyone.