![](https://freight.cargo.site/t/original/i/5190410512e7014599dad11da76b2a953cda0860c5abd554125b5dc41e7f6df9/Artboard-1.jpg)
Core
Self-initiated branding project based on a student brief to design packaging for a surfboard wax. To do this I aimed to combine two sides of surfer culture, that of strength, sports and determination, the other of more mystical links to nature and tradition.
![](https://freight.cargo.site/t/original/i/dde5b07947676bb9d210b420b890396e4ab82933c43556519b67febf3f1ccc12/Artboard-2.jpg)
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.![](https://freight.cargo.site/t/original/i/45142554e663f7291bb0c2db2be9309af1b4fb1c0e92113a7a62b0927b3e6b94/Artboard-4.jpg)
![](https://freight.cargo.site/t/original/i/b8fd53b1ebed9316a6d03bc61fc668aac1a94943201cad70fe6afbf624c8bd97/Artboard-3.jpg)
Brand Extension
I extended the brand to online contact points and related merchandise. The digital application opened up the opportunity to bring the pattern design to life in an animation.![](https://freight.cargo.site/t/original/i/711231b79ce799e16d788b9906c90ecb96dec5734ee248f1a5aa94397fbb723d/Artboard-5.jpg)
![](https://freight.cargo.site/t/original/i/bd00c52419303556a45d3a3b83e5b70ad7bedcd0c93c89c0d1b5ff3c9e394372/Artboard-6.jpg)
![](https://freight.cargo.site/t/original/i/885f7348be542c34e29dd8cf390d2cc23a44bd120d00d1bbde212f4c82e94e4e/Artboard-7.jpg)
![](https://freight.cargo.site/t/original/i/2966231ab6c375f8b6acad6fc933690956fcfab97166b664fca31e89b46541a4/Master-4-3.gif)