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Self-initiated branding project based on a student brief to design packaging for a surfboard wax aimed at female surfers. I examined the styles associated with female surfer culture and discovered two sides: one side consists of strength, sports and determination, the other side is softer, spiritual and 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.

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© William Naish 2020