Swell Cafe

A surf coast icon since 1999

Brand identity


To create a new brand and visual identity reflective of the modern aesthetic of Swell’s new location.


A hand-painted cursive word-mark inspired by the shape and movement of the southern ocean. Combining hand-painted lettering and modern supporting typography we achieved a balanced aesthetic that revolutionised the primary brand-mark with a cliché-free nod to the old logo. Secondary visual language includes an establishment mark ‘since 1999’, a supporting moody ocean photographic style, laser-etched timber menu boards, postcards, website splash page and interior and exterior signage.


The refreshed brand heralds a new era for local icon Swell, creating a visual platform for owner Scott Pond to realise new opportunities for the business including plans in the pipeline for a range of Swell branded products and merchandise.

Open conversation and reflective dialogue enabled the guys to put together a number of design options and the end result was fantastic to say the least. Working with the guys at Fluid was pleasurable but most importantly informative. I could not imagine Swell as it is today without the visual changes that Fluid have helped implement.