Pacific Blue Sports has been the New Zealand distributor of Beuchat scuba and spearfishing products since 2004. To connect with their audience they were looking for an identity to reflect what's unique to the local market.

Sitting at the edge of the Southern Ocean, with roughly 18,000km of coastline, New Zealand has it all, from its tropical waters in the north to the cold nutrient-rich waters of the south. New Zealand's underwater world is raw, untouched with an abundance of life.

This identity is evocative of New Zealand's oceans which are in a state of perpetual motion. They never stand still, ebbing and flowing with the wind and tides. It embodies the kinetic energy that powers New Zealand's unique underwater paradise and the people who get to enjoy it.