Hurricane Grill & Wings was a rebrand project aimed at taking emphasis off the recently publicized destructive power of hurricanes and placing that focus into a more "family-friendly" environment. Because a name change was out of the question, I invented a mythical surfer; Hurricane Greco. Hurricane Greco has been the de facto force in surfing for the last forty years and his story is told through the visual language that makes up Hurricane Grill & Wings brand.

Always in the picture, but never recognizable, Hurricane's ambiguity allows his myth to perpetuate in the minds of the restaurant's patrons. Through his own continuing story, the NEW story of Hurricane Grill & Wings is formed.

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Hurricane is never meant to be seen in his entirety. This thought was applied through-out the brand.



More Coming...
This project was my concept for this particular identity. It was not applied.