Core
Self-initiated branding project based on a student brief to design packaging for a surfboard wax drawing on two dimensions of surfing: strength, sports and determination, and a softer, spiritual side linked to nature and tradition.
THE CONCEPT
I brought these two strands together by developing a ‘tribal’ motif based on the Polynesian history of surfing. The packaging plays on the idea of a ‘gift’, being a heavily decorated cuff box wrapped with a ribbon-like bellyband.
BRAND EXTENSION
I extended the brand to online contact points and related merchandise, developing a serious but colloquial tone of voice. The digital application opened up the opportunity to bring the pattern design to life in an animation.
