Projects

Rip Curl: The One

With a refreshed brand aesthetic and newly earned B Corp certification, Rip Curl engaged IvyStreet to collaborate directly with its internal product development teams. As part of Rip Curl’s three-year brand and packaging review cycle, IvyStreet was tasked with delivering packaging solutions that addressed key challenges identified through close collaboration with internal stakeholders.

Client

Rip Curl

Industry

Retail Sporting Goods

OVERVIEW

The overarching goal of the brief was to consistently apply the updated black-and-white brand aesthetic while eliminating plastic and introducing recyclable materials in line with B Corp sustainability standards.

With reduced staffing on the retail floor, packaging also needed to support stronger self-sell capability. Several product ranges were identified, with The One—an engineered, stretch, body-mapping-fit swimsuit—chosen as an initial focus. Already in market, The One was developed through Rip Curl’s R.I.C.A. innovation program, which elevates internal ideas into commercial production. The sales and marketing team noted in the brief that the original packaging design did not effectively communicate the product’s unique features or the technology behind its one-size-fits-most design—ultimately restricting sales success and return on research and development investment.

PROJECT DELIVERABLES

Package Design

Icon Family Development

Range Strategy

Forme Engineering

Point of Sale Concept

CHALLENGE

The creative process started by addressing B Corp principles. A reusable silicone bag, introduced by the product development team, became central to the concept.

Created as a structured wrap, the packaging concept utilised the loop string from the bag as a replacement for the traditional plastic hanger, removing single-use plastic from the design. The forme provided both physical integrity for shelf presentation and shipping, while also allowing consumers to view or partially unpack the product without causing damage.

Featuring a dual-sided layout, The One could be displayed vertically in custom retail fixtures or horizontally on bench tops, suiting various store formats. An expandable gusset, echoing the silicone bag’s form, neatly housed the extensive regulatory information required for international markets.

OUTCOME

The revised packaging for The One has officially launched and is already driving increased sales in both the U.S. and Australia.

The integrated solution—incorporating updated brand guidelines, product range strategy, self-sell graphics, and B Corp-aligned design has been adopted into Rip Curl’s ongoing packaging review and roll out process. New packaging solutions for the Surf Series, F-Light, socks, sarongs, and towels are currently progressing through corporate approval.