Post 7: “DEJAVU” Skate Branding

Déjà Vu, from French, literally means “already seen”.
It is the phenomenon of having the strong sensation that an event or experience currently being experienced has been experienced in the past,
whether it has actually happened or not.

Here at DEJAVU we focus on bringing our customers consistently high quality products. We believe that everyone should be given the chance to live life to the best of their abilities, no matter what obstacles or challenges they faced with. Our designs aim to create awareness of certain impairments that many individuals may face at some point in their lives, or in some cases day-to-day life.

While designing our graphics we always keep in mind that many individuals may not have the ability to even experience. With this in mind, our company came to the conclusion that incorporating braille into each design we could not only create awareness of vision impairment, but also reach out to a completely different target audience.

DEJAVU take pride in our regular donations to vision impairment charities & research organisations.
All wearable designs are printed accordingly, then crystals & metallic studs are added as appropriate braille dots. Each brailled item is hand-crafted by an experienced braillist. Each dot is set by hand, then heat set onto the item, so there are no sharp edges on the inside.

5% of all wearable merchandise proceeds are donated to Vision Australia
(includes t-shirts, hats, bags)
5% of all board proceeds are donated to Seeing Eye Dogs Australia
(includes skateboards & longboards)

You too can make a donation for the vision impaired or seeing eye dogs by visiting

DEJAVU products & branding are directed at both Males & Females, however the brand is more focused towards male audiences due to a higher participation & popularity amongst the specific gender (as opposed to females).

DEJAVU is an up-beat, trendy brand mixed with simplistic sophistication and a dash of aesthetics combined to attract a wide audience.  The brand specialises in skateboarding products & merchandise, however it is constantly expanding its product range & target market.

At present the highest interest in the DEJAVU brand comes from individuals between the ages of 16 – 24 years-old, consisting of approximately 65% males & 35% females.

The concept of DeJa Vu itself – The repetition of an event or experience.
The ability to experience & witness visual elements or aesthetics that other individuals may not have the opportunity to experience – Creating awareness & support of vision impairments.


Throughout our lifetime we engage in many experiences, some that are outt of the ordinary, others that we are faced with each & every day… We pass through our lives, somtimes without taking notice of the things around us, the things we are surrounded by, the things we have the ability to see. Each & every day we go about our lives, using our eyes for every single thing we do. Many of us never stop to appreciate the senses we are given.

Sight, what an astounding sense. You are able to witness every piece of imagery you want, with the further ability to remember these experiences on command in vivid detail.
Unfortunately sight, like all our other senses, is not invincible…
Vision can deteriorate over time, or be taken from us in… well… in the blink of an eye.

DEJAVU branding incorporates quirky designs & typography that appear similar, yet at further observation have an element that is slightly skewed/altered. Through this very subtle difference an unusual sense of intrigue & mystery is created. The design remains simplistic, controlled & fits well with the rest of the DEJAVU product range.

Products & marketing are available throughout the year.
DEJAVU has a default branding with additional Summer & Winter editions.

DEJAVU Default Colour Scheme: Black, various shades of grey, white.DJV_1_thumbnail

DEJAVU Summer Colour Scheme: Red, orange, yellow.DJV_3_thumbnail

DEJAVU Winter Colour Scheme: Green, turquoise, aqua/blue.DJV_2_thumbnail

The De Stijl (“The Style”) movement was founded in 1917. Theoretical architect Theo Van Doesburg began the movement along with Dutch painter/artist Piet Mondrian.  De Stijl consisted of various artists & architects in Amsterdam, with the magazine being published from 1917 to 1928.

De Stijl members endeavoured to create a universal style of painting, architecture & design during the decade following World War One. Piet Mondrian created  geometric paintings, while
Gerrit Rietveld designed similarly structured furniture, both of which are frequently remarked as classics in 20th-century design.

Simplicity, order & clarity are the basis for all De Stijl designs, which is achieved through the removal of all representational components in order to reduce art to to its simplest elements:
–    Straight lines (horizontal & vertical)
–    Plain surfaces
–    Squares & rectangles
–    Primary colours (red, yellow, blue)
–    Neutrals (black, grey, white)

Skateboarding originated in the 1950’s, coinciding with the emergence of surfing & as an alternative when the water was flat. In the 1960’s skateboarding became mainstream culture due to the
international championships being broadcast on national television.

In the 1970’s boards were improved as they were made from fibreglass & aluminium with specially designed trucks & wheels. With the advantage of improved boards skaters gained the ability to learn & develop tricks. A unique subculture was eventually formed based around performing tricks on a skateboard.

Riding in empty backyard pools was the popular style of skating initially, however skaters eventually moved out into parking lots in the 1980’s where parking curbs would be used to perform tricks.
From the late 1980’s-1990’s the “vert ramp” was established amongst the sub-culture (a horizontal plane that transforms into a vertical plane at one or both ends). Freestyle skating & street skating was also expanded upon during this time.

The skateboarding population has several constraints due to the general stereotype suggested by outsiders is that members are rebels, social deviants or simply different. Participants are banned from most public areas & signs are posted in various places which prohibit skateboarding of any form.


Dejavu Snowboard Design

Dejavu is all about the bright, fluro, neon patterned designs. These designs are for both boys and girls, between the ages of 18 – 25. I’ve done a survey on what snowboarders between these ages, beginner, intermediate and expert want.

So that’s why Dejavu is all about the bright, fluro patterns, so they can say, that’s my board. They have also said they want Dejavu’s designs so there snowboards stand out against the snow, especially if they lose their boards.

Also Dejavu is all about helping the Snow Industry, as it’s being effected by Climate Change and the Snow Industry/Businesses depend on robust winters. That’s why Dejavu is donating 5% to help stop Climate Change.

Dejavu is all about standing out against the crowd and the snow.

Raven- Snow Boarding and Gear Label.



Raven a small time label that caters to both male a female from the age group of 18 to 40+, It’s conceptual ideas involve the contrast between the raven (black) and snow (white)- allowing for a diverse range of design ideas and concepts.

In an attempt to fuse the contemporary with the old world it’s a mix of popular culture and 20’s styles making it unique and fun.

The Ideas behind the label are something that should be based around inspiring people to be greater and to explore their creativity- In both life and their sport!

Pop, Retro and Hipster movement combined; it’s a clash of the bold, brave, subtle, soft and unusual.

“Deep into that darkness peering, long I stood there wondering, fearing,

Doubting, dreaming dreams no mortal ever dared to dream before;

But the silence was unbroken, and the darkness gave no token.” -Edgar Allan Poe “The Raven”

Dreams are meant to be realised, the Raven is a creature of dreaming, The brand Raven will be the realisation of dreams that will Inspire others with fantastical and creative designs.

3 DAZE keeps that relaxed feeling of the beach with you as you head to bar.

We only use the best Australian cotton, treated to be as soft as cotton wool on your skin.  Organic dyes that don’t fade.  Each piece is gentle scented to evoke memories to stay with you long after the beach day is over.

Clothing that will be in your wardrobe for years to come. Statement pieces that you will keep a lifetime.  Interchangeable pieces that will turn heads.

A touch of bohemian style clothing for woman and men 40+ to keep you comfortable and stylish.

3 DAZE use of colour incorporates the yellow and orange of golden sandy beaches, blue an aqua of the clear blue sea and sky, white foam of the surf.  Green of the grass and trees.  Pink and purple of the evening sunsets.

Iconic Australian images of Vintage cars, bicycle’s, Malibu surf boards.

From beach to bar, this is your new wardrobe.


3 Daze

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Think old school. Think combies, longboards, yukilies.
Think music festivals, sunsets, moonrises, endless summers.
Think the Humble Warrior of the Sea, Soul surfer.
They support the Sea Shepard and Greenpeace.
Commitment to environmental issues, with a particular focus on the ocean and its inhabitants.
Committed to activating ocean-minded people everywhere to support the conservation and protection of whales, dolphins and marine life.
If we all took 3 daze a year to pick up rubbish from the beach and sand dues we could eliminate 95% of the rubbish on the beach.
Campaigning for a 3 daze weekend.

Marketing towards the 30+ fun loving, surfing male who is environmentally aware.

They have a young family and you will find them down on the beach on the weekend teaching their son to surf.
Influenced by the days gone by, they mainly ride longboard.
T-shirts are made from organic hemp cotton, and shorts made of recycled plastic.
The clothing will be stoked in smaller boutique shops and galleries.
Photographic plays a big part of design & prints. Only small runs of each print will be made to make the T’s more unique and one day collector items.
Water Colours–Blues, turquoise, greens

RAVEN- Skate

‘Wild Spirit’

Raven is an alternative woman’s skate brand that is designed for dreamers, the wild at heart & the misfits of the world.

Art & beauty make our existences bearable, so dare to be different, stand out with style!

Our skate designs are handcrafted by our artisans giving each piece a unique & one of a kind appeal just like you, so why not leave your mark upon the world.

At RAVEN our artisans travel the globe to bring back unique fabrics, jewellery, cultural pieces & motifs to create our upcycled one off pieces. All our boards, clothing & accessories are pieces are made from 90% recyclable materials. We have a sharp eye for old forgotten treasures that we reinvent & give them new life.

RAVEN was born with the idea to promote & focus on the creative & meaningful side of skateboarding, while offering the best products available. Our mission is to inspire young women to follow their own path and to find a different perspective from the old standard.

RAVEN lets you express yourself without speaking, because what you wear evokes a statement of what you feel!

Revolution: Surf

The subculture is surfers known as “soul surfers”. This product reflects how the surfing community can lead the world for change that is necessary to evolve exponentially to live the change that is necessary.

Target audience:  Women aged between 20-40

Surfers are defined by their casual clothing, their cars that get them to the surf (or allow them to crash in the car) and their lifestyle that incorporates surfing.

Season: Summer mainly at this point in time; however there is the potential winter season wear.

Environmental issues revolve around the potential pollution of the water via sewerage or toxic disposal. The other main environmental concern is of course the alteration of the wave formation due to man kinds interference.


“Surfers’ Environmental Alliance (SEA) is committed to the preservation and protection of the environmental and cultural elements that are inherent to the sport of surfing. Our goals are achieved through grassroots efforts, community involvement, education and humanitarian efforts. We engage in projects that strive to conserve the quality of our marine environment, preserve or enhance surf breaks, protect beach access rights, and safeguard the coastal surf zone from unnecessary development”

Colour palette: to be used will be blues and greens to represent the ocean; along with an array of lively colours to reflect a young modern vibrant mood.


Old school cars, arms up in revolution poses to reflect the times for change: possible communism imagery or women put in potions that men are usually in with a surf board under their arm.

Women on tractors; riding horses; driving fast cars; in a business suit

I like the idea of using scientific equations to represent: wave

Motion: revolution: water: etc, etc, etc, and encapsulating them into an image of a wave????

Botticelli’s image of a woman in a clam shell.

Awareness: What is Surfing Habitat?
1. Waves
2. Clean oceans
3. Marine critters (fish, seals, whales, sea birds)
4. Coral Reefs
5. Ecosystem flora and fauna (plankton, kelp)
6. Watersheds on land

Global threats to Surfing Habitat:
1. Sea Level Rise
2. Ocean Acidification
3. Ocean Warm

Style influences:

Inspiring Themes: women, the ocean, science, feminist women,