The client wanted to see some images of nose-riding for the logo for her “Pura Vida” surf and lifestyle store. Because nose-riding images are so ubiquitous, I thought it would be difficult to make a nose-riding type image that sticks in customers' minds as specific to the clients shop, and not just a generic image. That's why I decided that the logo needs something unique that will be identified with her brand. A bird (in this case seagull) is not the first marine animal that comes to mind but to me they represent freedom, and flowing in the fluid medium of air. We can identify with the bird because like us, the sea is a slightly foreign medium, but still a primordial homecoming to the flowing water from which all life is generated.