Legion of Fun is a SoCal-based lifestyle brand that blends surf culture, nostalgia, and high-energy design into a vibrant identity. I partnered with the team to create a full branding system that captures their playful, rebellious spirit — starting with a bold, expressive logo and extending into a flexible color palette and visual style that pops across platforms. The project included custom-designed merch, apparel graphics, and a line of surf and boogie boards featuring original artwork tailored to their audience. From digital presence to tangible products, every design touchpoint reinforces the brand’s mission to bring the fun wherever it goes.
The main goal for this project was to refresh the logo and overall brand system while preserving the quirky taco shape and playful spirit that the owners already loved. I reimagined the identity with bolder typography, a refined illustration, and a more cohesive visual system that could stretch across everything from social media to surfboards. The final result strikes a balance between familiar and fresh — staying true to the original, but with a modern twist that speaks to today’s kids and families.
To match the updated identity and Legion of Fun’s playful, family-friendly vibe, I developed a bold, bright palette full of life. The previous colors felt flat and dated, so I introduced saturated primaries and energetic accents that suggest movement, fun, and creativity. Each color works across digital and physical applications—from social templates to merch and surfboard graphics—so the brand feels cohesive and recognizable wherever it appears. The palette helps the brand stand out while staying approachable, youthful, and true to its fun-first attitude.
Helicha
Typography
A bold, playful serif with vintage carnival soul and big character energy. Helicha delivers the perfect mix of retro funhouse charm and surf shack swagger. It's used across headlines, packaging, and social content to keep things lively and loud.
Use for headlines, product names and merch. Regular and bold, upright and custom skewed. Use all caps or sentence case.
Custom Skewed Variant
For added motion and chaos (the good kind), my custom skewed version of Helicha gives the logo and select headers a dynamic, wavy vibe — like it's about to hop on a longboard and cruise the pier.
Use for the logo, hero type and campaign graphics. The skew has a consistent lean of about 15°.
I created two character designs for Legion of Fun that capture the brand’s playful surf vibe and build on the main taco logo. The mascot brings that spirit to life: playful, a little retro, and always ready to party. Bold lines and flexible poses let it work as a front badge or a full back graphic. Whether walking, throwing a peace sign, or sitting pretty on a pocket, the taco keeps the energy fun without trying too hard.
I created the custom logos, board designs, and illustrations to fit Legion of Fun’s fresh identity. Each piece reflects the brand’s playful personality with bold, energetic visuals and a laid-back, skate-inspired feel. The board logos stand out while staying versatile, and original illustrations give every design a sense of freedom, expression, and energy.
From dynamic character graphics to bold logo treatments, every detail was carefully considered to maintain consistency with the overall brand identity. The design process encompassed more than just logo creation; it involved crafting an entire visual language for the brand — from the board art to supporting assets like packaging, promotional materials, and apparel. Each piece was designed to be visually captivating on its own, while also working cohesively with other brand elements to create a strong, unified presence across all touchpoints.
By pushing the boundaries of traditional board design and infusing it with playful, modern aesthetics, the new identity for Legion of Fun connects with their audience on both a visual and emotional level.
