SoBe Miami Watersport a water sports company located in Miami Florida approached Persuaid with the task of a company rebrand. Within the initial positioning phase, we identified the core brand drivers: fresh, elementary and open-mindfulness. This led us to the reinterpretation of an iconic fruit as a logotype, the pineapple. A masterpiece of freshness and well known for its symbolic meaning regarding friendliness and hospitality in the southern part of the country. Inspired from the art deco district of Miami we opted for a typeface that was both distinctive yet trustworthy and set up a color palette that emphasized the elements of the sport. Green for the water of the ocean, yellow for the sandgrain of the beach, and a muted brown for the touch of wood, a material for handcrafted boards.