Billabong Rebrand
Mission:
Billabong’s mission is to inspire youth through progressive surf culture and share the magic of wave riding with the world, focusing on quality products, authentic experiences, and environmental responsibility.
Vision:
Inspire youth through progressive surf culture
and make the feeling of being a surfer more special
This new social media direction captures the playful, free-spirited essence of the brand. Bright colors and bold, funky typography create an energetic and eye-catching aesthetic that draws viewers in. The distinctive visual style not only sets the brand apart but also opens the door for creative collaborations—like the “Winter Is Coming” campaign—to announce new product drops in a fun, memorable way.
These posters are designed to appear both throughout the city and within Billabong’s brick-and-mortar locations, serving as bold visual touchpoints for the brand. They promote Billabong’s identity while communicating its voice, values, and mission to a wider audience. In addition to reinforcing brand presence, the posters would also announce seasonal clothing launches—creating anticipation and strengthening the connection between product drops and the lifestyle Billabong represents.
These billboards capture the signature look and spirit of Billabong, visually reinforcing the brand’s surf heritage while keeping it fresh and relevant. They not only remind viewers of Billabong’s iconic identity but also spark excitement around its bold expansion into winter gear—proving the brand’s versatility across all seasons.
Billabong currently has a limited presence when it comes to brick-and-mortar stores in both the U.S. and international markets. Expanding physical retail locations would significantly increase brand visibility, allowing consumers to engage with the Billabong experience firsthand. These stores would serve as immersive brand environments—offering not just products, but a lifestyle—helping to deepen customer loyalty, attract new audiences, and strengthen the brand’s global footprint. Strategic placement in key coastal and urban hubs would amplify brand recognition and support long-term growth.
Paired with the puffer jacket, these winter hats position Billabong to successfully break into the cold-weather market. The floral design nods to the brand’s surf heritage, blending its coastal roots with a fresh seasonal twist—bridging past and future in a way that feels both familiar and new.
With the introduction of winter gear, Billabong is poised to make a bold entry into the cold-weather market. These warm, stylish puffer jackets showcase the brand in a fresh new light—blending its iconic surf-inspired identity with functional, fashion-forward outerwear designed for cooler climates.
Billabong’s expansion into cooler-weather sports opens the door to a wider consumer base. Both winter athletes and lifestyle enthusiasts will be drawn to the new offerings. Branded snowboards, in particular, present an exciting opportunity to break into the winter sports market—boosting brand relevance and positioning Billabong as a year-round adventure brand.
Expanding their skateboarding line gives Billabong the opportunity to connect with a broader audience. With the introduction of branded skateboards and complementary apparel, the brand can tap into the vibrant skate community—bridging the gap between surf and street culture while growing its reach and relevance.
These branded surfboards will help reestablish Billabong’s presence at the heart of the surf community. By returning to its roots, the brand reinforces its authenticity and heritage—sparking renewed enthusiasm and deeper connection among core audiences.
This new swimwear collection pays tribute to Billabong’s roots while embracing the brand’s evolving direction. The patterns blend elements of its surf heritage with hints of its new cold-weather identity—featuring floral motifs alongside wave and snowflake-inspired designs. The result is a fresh take that honors where Billabong came from, while signaling where it’s headed.
