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The Riffters

Brand Identity | Product Design | Booklet Design | Merch Design

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The Brand

Riffters is a guitar and instrument brand built around the creativity and personality of music. The identity combines a modern style with subtle references to guitars, creating something recognisable and welcoming to musicians.

The Goal

Create a distinctive and flexible identity that could work across the shop, merchandise, packaging and print, while appealing to both experienced musicians and people just starting out.

My Role

I developed the full brand identity and visual direction, including the wordmark, guitar-inspired icon, colours, typography and patterns, before extending the brand across guitar picks, cases, straps, merchandise, window graphics and print

Brand Identity

The Riffters identity was designed to feel modern, creative and connected to music culture. The wavy wordmark creates a sense of rhythm and movement, while the guitar-head inspired icon uses tuning peg details to create a simple and recognisable connection to the products the brand sells.

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Combined with the beige and navy palette, the identity feels clean, contemporary and approachable, with enough flexibility to work across the store, merchandise, products and smaller brand applications.

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Merchandise & Products

I extended the Riffters identity across guitar picks, straps, cases, caps and other merchandise, showing how the brand could become part of the products musicians actually use. The logo, patterns and supporting graphics were adapted across different applications, while playful details such as “Wanna Riff?” on the guitar picks add more personality and strengthen the connection to the music-focused audience.

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Print & In-Store

The identity was also brought into the physical retail experience through window graphics, signage and printed materials. This included a branded “How to Tune” guitar booklet, using simple instructions and clear diagrams to help newer musicians understand the basics of tuning their instrument.

 

It created a useful customer takeaway while still feeling completely connected to the wider Riffters identity.

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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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