REEF
REEK.
Voice and copy, first refined pass. REEF REEK is the sole selected name. The voice is cheeky, dry and slightly disgusting, with the creature carrying the joke.
Lead line
ONE SEA FREAK.
Surf wax. Individually wrapped.
Questionable company.
The headline explains the pack and introduces the mascot in six words. “Questionable company” gives the creature an attitude without inventing a product benefit. The name already supplies the smell joke; the supporting copy need not suggest an actual scent.
Secondary campaign line: A little wax. A lot of bad company. Use on a wrapper side, sticker or closing composition, rather than adding another slogan to the hero.
Voice rules
| Principle | How it sounds |
|---|---|
| Short and blunt | Mostly two-to-seven-word headings. Plain sentences underneath. Let the illustration do the shouting. |
| The creature is the joke | Bad manners, too many arms, no personal space. The surfer is welcome in the world. |
| Dry rather than frantic | One comic turn per section. Few exclamation marks. Avoid a running stream of puns. |
| Surf context, light slang | Board, wax, reef and waves are enough. Avoid a forced imitation of period surf talk. |
| Clear product information | Use straightforward language for pack contents. No invented temperature range, traction test, scent, ingredient, origin or sustainability claims. |
One-page copy deck
| Placement | Copy |
|---|---|
| Hero | THREE BLOCKS. ONE SEA FREAK. Surf wax. Individually wrapped. Questionable company. Action: Crack the carton |
| Carton reveal | LET THE WEIRDO OUT. One carton. Three individually wrapped blocks. A sea creature with a serious personal-space problem. |
| Wax trail | FOLLOW THE MESS. Keep this moment mostly visual: a solid wax block, a board and a chalky trail. |
| Three-wrap passage | THREE OF A KIND. Three separate wraps. One tentacle tangled through the lot. Controls: Previous wrap / Next wrap |
| Mascot | MEET YOUR BAD COMPANY. Too many arms. No personal space. Somehow still invited. |
| Process | HOW THIS WEIRDO HAPPENED. A self-initiated surf-wax concept by Rob Cape. Current description: From reference study and rough carton sketches to an original creature and motion plan. Update the process description as actual modelling, packaging tests and website work are completed. |
| Footer | YOU’VE REACHED THE BOTTOM. Make yourself uncomfortable. Actions: Restack the mess / Back to the surface / Rob Cape’s portfolio |
Packaging copy
| Front | REEF REEK SURF WAX THREE BLOCKS. ONE SEA FREAK. |
| Opening flap | LET THE WEIRDO OUT. |
| Side panel | 3 individually wrapped surf-wax blocks. Not food. |
| Wrappers | REEF REEK / SURF WAX / 01 REEF REEK / SURF WAX / 02 REEF REEK / SURF WAX / 03 Numbers are artwork identifiers. Keep all three descriptions identical; no invented formula differences. |
| Quiet side detail | A LITTLE WAX. A LOT OF BAD COMPANY. |
This is concept copy, not complete commercial packaging information. Final contents, mass, ingredients and required market-specific labelling would depend on a real product.
How the voice changes the motion
- The opening uses one strong headline. Letters react with a small nudge, as if the creature is behind them.
- “Let the weirdo out” appears as the gable opens. A tentacle lifts the flap; three wraps remain countable.
- “Follow the mess” arrives after one wrapper peels and the solid wax starts its trail. Avoid text competing with this action.
- “Three of a kind” accompanies the wrapper triptych. The connected tentacle is the visual payoff.
- The footer delivers the final dry joke. Its ordinary links remain clear while the decorative wrappers can be rearranged.
Final name decision: REEF REEK only. Earlier name studies remain in the process archive as history and are not active backups.