How do you take the ethos of a surf brand and bottle the vibe into a line of personal care products?

Daytona Supply Co was tasked with that challenge when the surf wax company pivoted into the CPG industry with the release of their line of bespoke men’s style products.

Inspired by the natural grip of the DSC surf wax, Daytona Supply Co was determined to transfer the same high-performance holding properties of their surf wax into a premium hair styling line.

The result was the Hi-Lo Matte Pomade series, a series of high-performance matte pomades that provide high hold with a matte finish, mimicking the high-hold and subtle sheen of fresh surf wax on a surfboard.

Along with the performance aspects of surf wax, the goal was also to capture the gritty DIY-inspired spirit of the existing Daytona Supply Co branding and translate it into colorful, original product packaging that evoked the freewheeling style and ethos of the rich surfing subculture.

By creating original packaging artwork combined with unique, bespoke scents, Daytona Supply Co was able to “bottle” the essence of the brand’s ethos and transform a surf brand into a line of styling products like no other.

Buzz was built for the new styling products by launching the new line in tandem with new packaging designs for Daytona Supply Co’s surf wax line.

While the Hi-Lo Matte Pomade series currently launched with 3 different scents, the goal is to expand the line in the future to add more than a dozen new proprietary scents into the lineup, each inspired by a different local surfing spot from around the globe. The lineup will also contain new original scents not normally found on traditional styling products, adding an exciting new dimension to men’s style offerings.