||||| JDK Design

Frends, a group of professional snowboarders—Mason Aguirre, Danny Davis, Keir Dillon, Jack and Luke Mitrani, and Kevin Pearce—devoted to fun, camaraderie, and collaboration, approached JDK to create a visual identity that would communicate the group’s positioning and personality…and look good on a range of products launched under the Frends brand. JDK has known these riders for years, so we worked on an ID that would be simple, but with a punch; that would exude optimism, loyalty, inclusiveness, and (above all) fun. The resulting ID, further inspired by the concept of blood brothers, celebrates and champions the bonds of "frendship."