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Ampersand is a fictional surf apparel and lifestyle brand whose audience is men and women in their early twenties to thirties. Amper reflects the energy from surfing, while Sand symbolizes the beach. The use of soft-colored photography and the fluid typeface embody both the surreal feeling of breaking-in on a wave, and the moments spent along the shore. AmperSand’s website will not only offer apparel, but will also provide surf-related news and stories that connect the consumer to the brand on deeper level.