Project Overview
The Surf x Scram collaboration at Covelong Surf Festival 2022 brought Jawa Yezdi Motorcycles into India’s largest celebration of surfing, music, and coastal culture. The project aimed to build a strong visual identity for the brand at the festival, one that captured the shared values of freedom, flow, and adventure found in both motorcycling and surfing. By blending illustration, branding, and immersive design, the activation positioned Jawa Yezdi as more than motorcycles—an expression of culture and lifestyle.
Problem Statement
Jawa and Yezdi, though iconic, needed a fresh cultural narrative to engage with younger audiences and outdoor communities who resonate with adventure and exploration. The challenge was to create a visual language that could connect the thrill of riding with the festival’s surf and music vibe, while also ensuring that the brand presence extended beyond the event itself. This required a creative approach that translated branding and illustrations into merchandise, allowing festival-goers to carry the experience with them.
Our Approach
We developed a cohesive branding system and a series of original illustrations that merged surf and scramble culture into a bold, youthful visual style. These artworks were adapted into immersive event branding, on-ground activations, and finally into exclusive merchandise for each Jawa and Yezdi motorcycle model. This not only reinforced brand storytelling at the festival but also created lasting touchpoints for fans to connect with Jawa Yezdi as part of their lifestyle, well beyond the festival environment.
