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.


One thought on “Post 7: “DEJAVU” Skate Branding

  1. Great work Holly,
    I was getting concerned about you and the project as I haven’t seen you for a while.
    Glad to see you have got as far as you have. It all looks great and you are well on track…

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