CASE FILE :: 15/19
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Softlite Surfcraft

Softlite Surfcraft

Soft-top surfcraft for the entry surfer. Sun-S mark, Established 2023 seal, and an op-art deck system that scales from the Hyper to the Westy Mule longboard.

Soft-tops carry the brand off the rack and into the carpark. The print has to be loud enough to read from a moving van.

Year2023 to presentSectorAction SportsRoleIdentity + Board Art + Vehicle Wrap
Jump to artboards

Challenge

Softlite is the entry-surfer line inside the WBB group, launched in 2023. The job was a fresh identity that didn't feel like the bodyboard parent, a softboard art system across multiple shapes, and a vehicle wrap that took the brand on tour.

Artboards · selected work

Softlite Surfcraft01 / 08
Softlite Hyper · top and bottom
01
Softlite Hyper · top and bottom
01 / 08

Solutions

  • Built the Softlite identity around the sun-S mark and the Established 2023 seal, both anchored in a cream and black palette
  • Designed the softboard art system across Hyper, Neo, Westy Mule, Pop Stick, Fish Stick, and Chop Stick, with op-art decks and circular logo seals
  • Authored the Softlite Catalogue spreads that the sales team takes into surf retailers
  • Delivered the Softlite van wrap that runs the brand identity around the surfer photography for tour activations

Results · in numbers

6+
Soft surfboard shapes art-directed (Hyper, Neo, Westy Mule, Pop Stick, Fish Stick, Chop Stick)
2023
Sub-brand launched, Established seal locked
1
Softlite Catalogue produced for retail
Tour-ready
Van wrap and pop-up retail print delivered

Brand system

Palette
/01
Softlite Cream
/02
Deck Black
/03
Sun Orange
/04
Op-Art Ink
/05
Foam White
/06
Hyper Mint