Black Flys Concept Store

Merit Award

Building on the youth-oriented SoCal culture of the Black Flys sunglasses brand, this portfolio piece imagines a branded signage program for a Black Flys concept store. Jonathan Deepe's program integrates primary identity signage, product displays, environmental graphics, and a logo inspired by Bat Man, The Moth, and other comic book art.

The primary identity sign evokes the insect's bulging eyes, incorporating the black and white logo on a bottle green, lens-like oval mounted on a brushed-aluminum base. Wall-mounted sunglass displays of corrugated, punched aluminum sheet are overlayed with hero photographs of flies, while freestanding displays feature custom fly wings crafted from brushed and unbrushed aluminum. More large-format photos appear as wall murals, and the addition of scarily overscaled fiberglass flies—mounted to the murals with large pins—gives new meaning to the phrase "fly on the wall."

Jury Comments: 

"We had an immediate emotional attraction to this one. The connection between the product, the name, and the graphic is right on. It synthesizes all the key elements: attitude, vision, and fly."

Design Firm: 

Jonathan Deepe



Location City: 

Santa Ana

Project Area: 


Open Date: 


Project Budget: 


Photo Credits: 


Design Team: 



George Lim (instructor)



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