Pic Bois Skateboards is an eco-conscious, Montreal-based skateboard brand built around creativity and self-expression. Inspired by the raw energy of Montreal’s skate scene, the brand values the process just as much as the final result, where every texture and imperfection becomes part of the story.
The objective of this project was to create a stronger identity for Pic Bois Skateboards by emphasizing its handcrafted approach, artistic direction, and connection to a new generation of Gen Z skaters.
The process began with research into skate culture, particularly the visual language of independent skate brands and street graffiti. The new Pic Bois logo was designed to feel raw and full of movement.
While the foundation of the brand remained strong, the visual identity no longer reflected the energy of modern skate culture. The new direction introduces a more expressive and contemporary aesthetic inspired by Gen Z skate communities.
The final identity system extends across multiple applications, allowing Pic Bois to function as both a skateboard brand and a larger lifestyle-driven identity.
The hand-drawn woodpecker illustration became a recurring element throughout the brand, helping create a more playful and recognizable visual language. Combined with expressive doodles, spray-painted textures, and imperfect mark-making, the graphics reflect the raw and handmade nature of Pic Bois.
Inspired by the motion of a woodpecker carving into wood, the tagline “Carve Your Path.” became a central message throughout the brand. Applied across advertising and digital platforms, the phrase captures the forward momentum behind Pic Bois Skateboards.
