Don’t be a kookaburra.
Sticky Beak emerged following a scary discovery – the dominant surf wax brands in Australia are all using similar tarnishable, single-use packaging and none of them are being entirely transparent about their product ingredients or their packaging materials.
The outcome was a brand identity and packaging design that disrupts category norms through transparency, environmental responsibility and a sense of humour.
In a market saturated with generic coastal clichés and sexual innuendos, Sticky Beak’s funny personality, punchy typography and cheeky Aussie humour give it instant shelf impact and cultural relevance. It doesn’t just blend in – it speaks up.
Project Scope
The Logo & Tagline
From the name and first impression, 'Sticky Beak' (an Aussie nod to curiosity and our kookaburra mascot), to the cheeky warning “Don’t be a KOOKaburra!”, the brand invites surfers to rethink what they’re putting on their boards and into
the ocean.
The Form
Hand dexterity, fine-motor movement and wax application was investigated thoroughly in order to inform the packaging's shape. The result was an elliptical cylinder with a pull-off, push-on lid and a push-up bottom (to reveal more wax).
Throughout the process, every design decision was rooted in visually communicating how Sticky Beak meets the needs of the surfer and the health of the ocean.
The Materials
Finding packaging materials that were highly sustainable, yet able to endure the typical surf wax settings (often extreme temperatures and water exposure), was absolutely crucial. After extensive research, the result was cork, seaweed and wood pulp.
Cork is water resistant and can withstand temperatures between -80 and 200 degrees celsius. Seaweed lining provides even more water resistance and temperature control. The clear adhesive label is made out of wood pulp. This packaging has been designed for longevity – it’s refillable and very durable. However, if someone does wish to dispose of it, it can be recycled at a cork recycle station or put in a home compost.
