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The Riffters
Brand Identity | Product Design | Booklet Design | Merch Design
Modern Design with Classic Guitar Shop Charm
Riffters is a guitar-focused retail brand, built around selling instruments while capturing the feel of a modern store with the charm of a traditional guitar shop. The identity balances those two worlds through a warm, neutral palette of light beige tones paired with a deep navy, chosen to complement the natural colours of wooden guitars.
The logo reflects this balance — a wavy, stylised “Riffters” wordmark alongside an icon inspired by the top of a guitar head, with dotted detailing representing the tuning pegs. Subtle pattern work featuring guitar silhouettes adds texture across the brand, helping to build a visual language that feels cool, slightly edgy, and rooted in guitar culture without losing its clean, modern edge.
Clear, Practical Guitar Guidance
The booklet was designed as a practical guide to help customers tune their guitar and keep it in good condition.
The focus was on making the content as clear and accessible as possible, with simple layouts, step-by-step instructions, and supporting imagery throughout. It’s designed to be something customers can easily follow, whether they’re new to playing or just need a quick reference.
While the design stays consistent with the overall brand, the priority here was usability — making sure the information is easy to understand and genuinely helpful.
A Consistent and Memorable Brand Experience
Across the full brand identity, everything has been built to feel consistent and recognisable. From the guitar case and strap in the rich navy with subtle patterned overlays, to window graphics, caps, and smaller details like guitar picks featuring playful phrases such as “wanna riff?”, every element ties back into the same visual style.
The consistent use of colour, typography, and pattern helps create a strong, memorable identity that feels cohesive across every touchpoint — giving the brand a distinct presence and making it something people recognise and remember.
Performance Pickleball Paddle Design
These pickleball paddles were designed from the ground up, balancing performance requirements with strong visual identity.
From shape, surface materials, and specifications through to graphics, colour, and finish, each design considers how the paddle plays as much as how it looks.
Developed as part of the VooDink lineup, the work reflects a focus on real on-court testing, clear design intent, and building products that feel distinctive without compromising performance.
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