Bobby’s G-Land Surf Camp

BIO

Bobby’s Surf Camp is the first surf camp to be constructed ever in G-Land. Operating for more than 40 years, Bobby’s G-Land is very popular among surf legends from around the world. Located on the Southeast tip of Java, along the eastern shoreline of Grajagan Bay within a jungle preserve of Indonesia called Alas Purwo National Park, they offer a raw unforgettable adventure experience.

THE CHALLENGE

As one of the world’s first surf camps, the challenge was to modernize Bobby’s G-Land identity while preserving the strong sentimental value of the camp and its brand. This involved carefully balancing contemporary design elements with the iconic imagery and memories that long-time visitors associate with the camp, ensuring that the new identity resonated with both loyal guests and a new generation of surf enthusiasts.

BRANDING, WEBSITE, STATIONERY, COLLATERAL & SOCIAL MEDIA MANGEMENT

We carefully reviewed several artworks from Bobby’s past catalog, eventually discovering the ‘G’ for Grajagan logo. After extensive discussions with the client, we decided to refine and modernise this previous artwork.Our goal was to create a cohesive personality across all platforms—identity, social media, website, stationery, and collateral—transmitting the essential values of the company’s essence. We aimed to present a tone of voice that embodies paradise, serenity, rawness, exclusivity, and a homelike feel. Ultimately, we crafted an authentic persona that remains true to the heart of the brand.

RESULTS

Finally, Bobby’s G-Land Surf Camp has successfully kept up with current design trends while maintaining its valuable essence. Through a new brand identity, website, and related essentials, we’ve established cohesive visuals across multiple mediums, both online and offline.