WORK ABOUT HOME

The brief for this project was to
design hair pomade packaging and
identity that would appeal to sailors.

INSIGHT

Sail numbers use a certain bold typeface which is often blue, red or black. This style is very
distinctive - particularly in the sailing community.

The term ‘jibe’ is used to describe the turning of the boat. When a sailor yells “Jibe-Ho!” or
“Prepare to jibe!”, this is a warning for everyone on board to duck, as the boom from the main mast
swings across the boat with the shift of wind direction.

SOLUTION

Inspired by the distinct sail numbers and stitching, Jibe is a pomade designed and made for sailors.
Inspired by the the sail, the pomade comes in three variations: light, moderate and heavy. The varying number on the top not only provides the stacking of characters to more accurately represent the sail, but it also indicates the
highest wind speed which the pomade can withstand (6 knots, 16 knots and 33 knots.)

Brand world expansion and advertisement continues the same style type and pattern, but also acts as a great
opportunity for word play with classic sailing idioms. This brand world is targeted directly at sailors, as well as those looking for a sea-worthy hair product, considering the key locations and equipment Jibe can leave its mark.