SRF PARK TLV
SRF PARK TLV
Branding an Urban Surf Destination, SRF Park TLV—a 40-acre, wave-generating surf lagoon located in Tel Aviv’s Park Darom. A first-of-its-kind space that brings real surf energy to the heart of the city.
Our role? To create a full visual and verbal identity for the entire ecosystem surrounding the lagoon. This included the main park brand, the surf school (Flow), the surf shop (SRF Lab TLV), and five distinct food & beverage venues spread around the water.
Our creative process started with deep research into global surf culture—and its unique local expression in Israel. That’s when we came across the story of Dorian “Doc” Paskowitz, the Jewish-American doctor and surfer who brought the very first wooden surfboards to Tel Aviv’s Topsea Beach in the early 1960s. In his honor, we named the two core dining venues: Dorian All Day Café and Dorian Grab & Go.
Branding an Urban Surf Destination, SRF Park TLV—a 40-acre, wave-generating surf lagoon located in Tel Aviv’s Park Darom. A first-of-its-kind space that brings real surf energy to the heart of the city.
Our role? To create a full visual and verbal identity for the entire ecosystem surrounding the lagoon. This included the main park brand, the surf school (Flow), the surf shop (SRF Lab TLV), and five distinct food & beverage venues spread around the water.
Our creative process started with deep research into global surf culture—and its unique local expression in Israel. That’s when we came across the story of Dorian “Doc” Paskowitz, the Jewish-American doctor and surfer who brought the very first wooden surfboards to Tel Aviv’s Topsea Beach in the early 1960s. In his honor, we named the two core dining venues: Dorian All Day Café and Dorian Grab & Go.
Each venue was designed with its own identity, story, and vibe—while still feeling part of a shared world: Dorian All Day Café for sun-drenched elegance and laid-back charm. Dorian Grab & Go for quick, fresh, and easy for those headed back to the waves. Lookout Rooftop Bar for the ultimate view of the lagoon, the sunset, and the scene. Jay Bay Beach Kiosk , a nod to South Africa’s legendary surf break, serving casual bites right by the water. And Coco Joe’s Fruit Bar – Inspired by the iconic Hawaiian souvenir brand known for wooden totems and island spirit—now reborn as a tropical pit stop for smoothies and fruit bowls.
The visual language brings together movement, freedom, and coastal energy, with a color palette drawn directly from the landscape and surf lifestyle: white sand, deep ocean blue, optimistic pink, bold red, sunshine yellow, earthy brown, and nature-peak green.
Each venue was designed with its own identity, story, and vibe—while still feeling part of a shared world: Dorian All Day Café for sun-drenched elegance and laid-back charm. Dorian Grab & Go for quick, fresh, and easy for those headed back to the waves. Lookout Rooftop Bar for the ultimate view of the lagoon, the sunset, and the scene. Jay Bay Beach Kiosk , a nod to South Africa’s legendary surf break, serving casual bites right by the water. And Coco Joe’s Fruit Bar – Inspired by the iconic Hawaiian souvenir brand known for wooden totems and island spirit—now reborn as a tropical pit stop for smoothies and fruit bowls.
The visual language brings together movement, freedom, and coastal energy, with a color palette drawn directly from the landscape and surf lifestyle: white sand, deep ocean blue, optimistic pink, bold red, sunshine yellow, earthy brown, and nature-peak green.
Typography and layout lean modern, with a loose, expressive edge. The illustration pack—created by Gavri Tattoo—channels the spirit of 1970s surf T-shirts: bold, imperfect, full of life.
Some design applications were made bespoke for each F&B concept, while others showcase all five logos in one system, used across the compound.
The full brand family lives side by side, each with its own voice but part of the same story: a celebration of surf, freedom, and Tel Aviv’s never-ending summer.
Typography and layout lean modern, with a loose, expressive edge. The illustration pack—created by Gavri Tattoo—channels the spirit of 1970s surf T-shirts: bold, imperfect, full of life.
Some design applications were made bespoke for each F&B concept, while others showcase all five logos in one system, used across the compound.
The full brand family lives side by side, each with its own voice but part of the same story: a celebration of surf, freedom, and Tel Aviv’s never-ending summer.
