Orca is an international wetsuit company with its roots in New Zealand. Founded in 1994, Richards Partners helped to develop the original brand based on the idea of the killer instinct of competitive triathletes. More recently, my team was asked to refresh the brand to appeal to a new generation of ocean lovers.

Beyond triathletes, the Orca brand today is admired by surfers, openwater swimmers, and freedivers alike. The refreshed Orca brand strategy moved the brand essence from killer instinct to the idea of Chasing Epic; broadening its appeal beyond the elite athletes who were the first champions of the brand.

As part of this process, we collaboratively defined a new purpose for the brand. Orca exists to inspire a deep love for the ocean, for anyone and everyone. This new purpose and brand essence act as a north star for the company, helping to shape its marketing, tone of voice, and refreshed identity.

The result is a refreshed brand identity which better reflects Orca’s purpose and its affinity with the ocean for today’s audiences. The refined logo is inspired by the iconic white markings of the Orca whale. The new brand typeface creates the effect of flowing letterforms reminiscent of water. And the wetsuit design system — involving hours of crafting and testing for wetsuit fabric — sits at the intersection of nature and technology, taking inspiration from the flora and fauna of the ocean.