RipCurl

An iconic australian brand

 
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PROJECT

To create a book celebrating Ripcurl the company and their 25th year involvement in the Australian surfing industry. This was a dream job - but where to start? What do you put in and what to leave out and historically what's out there to work with in terms of photography?
 

CHALLENGE

Working with the RipCurl team co-ordinator and writer Derek Hynd, the decision was made to tell the story chronologically with snippets and insights from the RipCurl sponsored riders throughout the 25 year period. Images were sourced from photographers and surfers worldwide. A logistical nightmare but Richard a keen surfer, loved every minute of it...
 

SOLUTION

We designed a 25 year anniversary brandmark as well as a series of graphic icons to highlight each section of the book. Underwater photography by Ted Grambeau was the image selected for the cover. It worked well with the black neoprene slipcase and the silver 25th anniversary brandmark. A 3 day photo shoot was organized in Sydney Australia, with the then current sponsored surfers taking time out from the pro-tour so their photo's could be included in the book. Historical photography was sourced from across the globe. Copy was written by Derek Hynd and Phil Jarrat.

The books were printed on a web press for economies of scale - with 350,000 books printed in total. A special run of books was designed and presented in a zip-up, neoprene wetsuit style cover (made in house at RipCurl) These were presented to the who's who of the surfing industry across the globe.
 

RESULTS

The surfing and design industries loved the book and it was the beginning of a long and rewarding partnership with the crew at RipCurl.
MADC silver Award
Catalogue Awards (catalogue of the year)

ongoing work...

RipCurl – Seasonal Catalogues

In store promotional catalogues for Rip Curl, featuring the current season’s range of products including girls and guys wetsuits, surfwear, snow gear and surfboards, alongside sponsored surfers.
Numerous Catalogue Awards

A rework of the iconic 'rubber soul' RipCurl logo to an overall brand logo, rather than the specifically wetsuit related brandmark. A hibiscus pattern was designed for the summer catalogue and has since been used as board short fabric and in the foyer of RipCurl Australia.