SKUAH
“our brand and clothing designs must be delicate yet fierce.”
THE BRIEF
SKUAH is a start-up offering ‘illustrated clothing for those who love the sea’. Created as a collaboration between myself and a fellow entrepreneur, we wanted to create a brand that was fresh and exciting. Although SKUAH is not specifically aimed at surfers, they are part of our target market. Often women’s surf designs are still quite ‘girly’ or ‘beach babe’ both in colour and design. I am partial to a surf t-shirt myself, and I’m drawn to men’s designs over women’s. I prefer the colours and the stronger use of graphic elements that are usually present on male surf apparel.
I’m not alone in feeling this. Mormaids founder Mollie Erskine (who commissioned me for their logo and tote bag) wants to see “women represented as surfers, not as ‘girls’ or ‘sexualised surf goddesses’.”
This doesn’t mean that SKUAH is totally unisex - we have designs for men, designs for women, and some that cross over.
The strong, graphic line style that has come to define SKUAH is a key feature of our brand, creating a versatile, 'delicate yet fierce' aesthetic that works for both genders. This approach ultimately shaped the design brief: to create a unique brand style that is universally appealing and true to SKUAH’s spirit.
BRAND IDENTITY
SKUAH – Strong, Kindred, Unforgettable And Heartfelt – is an acronym derived from some of our core values. We sought a short, impactful brand name that encapsulated the essence of our brand. In today’s market, crafting a unique and memorable name can be challenging, and invented words often provide an effective solution.
Given that our brand is centered around a deep love of the sea, we wanted our logo to reflect the continuous flow of water and waves. To embody this idea, I designed hand-drawn lettering that seamlessly connects each letter in a single, uninterrupted line, symbolizing the infinite nature of the ocean.
SKUAH’s colour palette is bold, with a dark plum as the main colourway.
ILLUSTRATION STYLE
While market and competitor research is a common part of the branding process, I chose not to focus on this approach for SKUAH. I believe that excessive reference to others’ work can sometimes stifle creativity or create doubts about the originality of one’s own ideas. Instead, I immersed myself sketching and experimenting, allowing the design to evolve organically. This led me to a distinctive style that felt authentic—tattoo-inspired, graphic, and intricate.
I create the designs digitally in Adobe Fresco on my iPad. Often I duplicate and mirror my illustration to create the full design. I like the effect this gives with unexpected yet pleasing patterns and shapes.
DTG PRINTING
‘Direct to garment’ (DTG) printing is a relatively new print method. It enables your design to be printed on one garment at a time. This means you no longer have to rely on screen printing, which you’d have to order in bulk to make the set-up costs worthwhile.
DTG is a far more sustainable model because it operates on a ‘print on demand’ basis, so a garment is only printed when a customer orders it. The profit margins are less, but, it allows you to test the market and see what your customers want to buy with very little financial outlay. So, perfect for a start-up business.
With AI mockups we can show customers what the garment will look like, as if we’d undertaken a real photoshoot. The results were exciting to see ...
PRODUCT LAUNCH
SKUAH’s online shop is launching in Spring 2025. With new designs still in development, we ultimately want to offer a full range of bold designs for both men and women. We’re eager to share our creations as the brand continues to evolve!
All photos, illustrations & graphics shown on this page are copyrighted to Skuah & Heather Allen. They must not be reproduced or shared without their permission.
