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WOODS Agency 28 Pāpāmoa Boardriders Club

2022 Small Brand Identity
Credits
  • Pou Auaha / Creative Director
    Reuben Woods
  • Ringatoi Matua / Design Director
    Reuben Woods
  • Ngā Kaimahi / Team Members
    Reuben Woods, Mitch Cowdrey
  • Kaitautoko / Contributor
    Dan Jeanes
  • Client
    Papamoa Boardriders
Judge's comments:

A great identity that is authentically Papamoa, we loved how the brand captured the surfer tribe.

Description:

It all began back in 1983 with a bunch of legends that became some of the biggest names in the surf industry. Over the years, people started to drop off and the once-thriving Pāpāmoa Boardriders became more of a social drinking club.

Fast forward to 2022, and Pāpāmoa has grown drastically, developing a unique ‘family vibe’ and epic surf culture at the Pāpāmoa Domain (aka ‘The Doey’) along the way. With a huge crew of surfers down there and a massive amount of kids – it was more than enough to warrant a real club.

The identity needed to reflect the old and new Pāpāmoa surf community – a little edgy, a bit bogan, punk-inspired and featuring core local assets like the waves, pine trees and local bronze whale sharks.