Most wax brands are either tongue-in-cheek or ultra-eco, often at the cost of quality. Flowstate was born from frustration—a search for wax that performs AND reflects the deeper connection to surfing.
Flowstate Wax
Back to all work
To build community, the strategy focused on positioning Flowstate as more than a product—it’s a shared philosophy. Messaging needed to tap into identity, presence, and the pursuit of feeling alive.
Key messages: positive mindset, surf culture, real stories, movement, nature
A “Flow Morning” meet-up: dawn surf + coffee + unplugged chats
Community
The goal was to align with people who ride for the feeling, not the flex. The brand had to reflect their values so clearly they’d feel seen—and choose Flowstate without a second thought. With that meaning locked in, the logo, packaging, and merch became something they’d rep proudly and rave about to their mates.
Identity
Flowstate Wax is more than just wax—it’s a mindset. Inspired by the psychology of flow, it’s about being fully in the moment. Surfing isn’t just a sport—it’s a way of life. When you buy Flowstate, you’re buying it because you believe this too.
Purpose
Packaging
Brand Identity
Market Research
Brand Strategy
The Build
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Content Strategy
Starting with a solid purpose means this product doesn't have to rely on specs and features. Campaigns can centre around everyday surfers who have compelling stories about the positive impact of surfing on their life.
Countless marketing opportunities & collaborations
A premium aesthetic and deeply emotional messaging, this brand communicates quality on first glance. This helps build trust with the customer who would pay a premium.
Positioning that instantly says quality
This product fills a gap in the market. It’s not for everyone—and that’s the point. If launched, it won’t just be liked; it will be loved by the right people, carving out its own unique space.
Found a white space in the industry
Results
