B-sticky was a branding project including the brand, logo & graphic design and packaging for to a very specific product briefing. It consists of surf wax naturally made from trees resin and bee wax.
The name was a given, and it is a pun. It combines the sticky ability of the product with the word ‘bee’ representing its natural origin. So it is either BE STICKY or STICKY BEE.
The brand based its differentiation from the competition on the sense of responsibility that surfers have towards nature, as when they surf they become one with it. The product had to shout its natural origins and its pure ecological higher purpose. In addition to that, it had to reflect the surf values, so it had to be fun, extreme and rebellious.
We firstly had to invent a strong slogan. We came up with the slogan "SURF THE WILD". It reflected both sides of the brief as the word ‘wild’ represents nature, extreme and freedom whereas the word ‘surf’ impels towards prompt action.
Logo design
Two alternative ideas were developed.
The first idea gave an imagery of the origins of the wax and where the surf should happen. A landscape of the great wilderness. The purpose of this was for the logo to actually give off the smell and energy of the mountains where the resin and the bees produce the wax and the look & feel of the powerful sea. This idea embraced the higher ecological purpose of the product.
The second idea, which was the chosen one, was a character coming out of the brief. A half bee half surfboard fellow that could exist between the extreme rebellious nature of surf and all the fun that surf gives. This character lives among the trees and nature as a bee, and the waves of the see as a surfboard. It was an idea closer to a retro approach of the surf culture.
Some sketching proccess on the evolution of the ideas.
The packaging (colors - materials - shape) followed the ecological stance of the product. Biodegradable paper was chosen to protect the wax, the user from sullying, and nature from pollution. Three different natural pastels represent the three different aromas of the wax. The paper could also be used as a collectible, strengthening the brand on users’ minds.
