The Story

Since moving from the UK to the USA's California, it was a natural progression for football coach Tim Parsons to take up the local sport, surfing.

As he became further immersed in the sport he noticed a homogeneity amongst surf wear. Tried and tested styles which returned season after season, which felt increasingly out of place away from the beach.

Sensing a need for change, Tim took the best moment he seeks as a surfer - when he 'hits the lip', and briefed us to create a brand which goes against the surfing norm.

In the research phase his instincts became clear as all other brands merged into one, showing a clear path towards creating a crisp, clinical, more mature brand.

From the research through the strategic stage we developed the Hit The Lip ethos: Make waves. Talking directly to the consumer, it is open to the recipient's interpretation, but is a clear, positive enabling statement. Simple, inspiring and memorable.

The Hit The Lip branding is a natural reaction to all the traditional brands, stripping away all superfluous iconography and reducing the mark to the surfer's personal search for the perfect ride, when they hit the lip.