McKevlin's Surf Shop is an institution in Folly Beach, SC. For more than half a century it has been the one-stop shop for all of one's surfing needs—boards, apparel, wax and much more. McKevlin's has always prided themselves in never selling "pop-outs," or surf boards that are created at lower quality through a "cookie-cutter" style of mass production. The project brief for their new identity heading into the new millennium called for a refreshing new look that captured the energy of the upcoming surfing generation, while still holding true to the classic appeal McKevlin's has had in it's community over all these years. 
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