Shaka is a fictitious company that puts out catalogs for the best surfing accessories on the market. The design was intended to be clean and organized for optimum legibility. 

The name Shaka was taken from the popular hand signal amongst surfers worldwide, with its origin stemming from Hawaiian culture. Many of the photographs used in the catalog were taken in Hawaii, and the catalog is designed to be organized and have a laid back feel. The halftone texture was added to give the catalog a slight gritty feel, because nobody ever leaves a surf session without being covered in sand.