Beyond triathletes, the Orca brand today is admired by surfers, openwater swimmers, and freedivers alike. The refreshed Orca brand strategy moved the brand essence from "killer instinct" to the idea of "Chasing Epic", broadening its appeal beyond the elite athletes who were the first champions of the brand.

"Chasing Epic" is the act of seeking the moments in life that make us feel truly alive. There is something about being immersed in the ocean; the crash of the waves, the roar of the wind, the taste of saltwater on your lips, and the warmth of sunlight on your skin, that makes you feel at home, and makes you feel whole.

As part of this process, we collaboratively defined a new purpose for the brand. Orca exists to "inspire a deep love for the ocean", for anyone and everyone. This new purpose and brand essence act as a north star for the company, helping to shape its marketing, tone of voice, and refreshed identity.

Richards Partners also revitalised Orca's international content & marketing strategy, evolved its brand identity, and systemised the naming and design of Orca's new generation of wetsuits.

The result is a refreshed brand identity that better reflects Orca's purpose and its affinity with the ocean. The refined logo uses the iconic white markings of the Orca whale in its negative space. The new brand typeface is functional but distinctive, with flowing letterforms reminiscent of water. And the wetsuit design system sits at the intersection of nature and technology, taking inspiration from the flora and fauna of the ocean.