UPPER DECK SHUFFLEBOARD CLUB

branding / logo / VISUAL IDENTITY

Upper Deck Shuffleboard Club is a pop up recreation area and bar on the second floor of the historic Convention Hall in Asbury Park, NJ. Inspired by the retro designs of the 50s and 60s, Upper Deck features hand painted style lettering and oceanside color palette. The brand is meant to feel casual and fun, attracting beachgoers and families alike. The courts themselves were reverse engineered and redesigned to fit the space, making them non-regulation but still fun for the casual player and were painted specifically to show the wear and tear of play, giving them a less polished, more authentic feeling to visitors. Most signage is hand painted with the exception of the rules board which is a hand stretched canvas print.