Surfing Brand Website Design Review


Website Name: My Rip Curl Shop

Website Address:

Rip Curl is a major surfing brand that has withstood the test of time. As such, we expected their new European CSS website to be top-notch. We were happy with what we found.

Simple black and white colors in the background allow the company to use brightly colored accents as well as a constantly rotating set of photographs to build brand recognition. While this is not the brand website, but rather a shopping destination, branding is still very important in this industry.

The photographs are important because they show the range of products that the company offers. While Rip Curl is associated with surfing, they also offer a wide range of clothing for skiing and snowboarding, which is more popular than surfing in Europe. The clothing is shown in unusual circumstances: a man swimming in arctic waters wearing a Rip Curl wet suit for example, or travelers in the third world wearing the brand’s t-shirts and board shorts. The company clearly separates itself from brands that are aimed exclusively at surfing, presenting Rip Curl as a more well-rounded and versatile brand.

It is easy to navigate to the styles and sizes that you need at this website, even if you don’t speak the language (in this case, French). Because there are a variety of languages spoken in Europe, we looked in vain for a button that allows changing the language of the site. Alas, we never found it. However, this is just one small error in an overall well-built website.

A variety of shipping and payment options are shown at the bottom of every page. This is important in a website that is reaching out to several different countries. It is easy for shoppers to see, before they even begin shopping, that they will be able to pay for and receive the goods they select.

Creativity: 4 stars. One creative and interesting accent is the way a colorful and bright website has been created from a primarily black and white color scheme. These basic hues “ground” the rest of the website and keep it from being too busy or even tacky.

Ease of use: 5 stars. It’s easy enough to navigate the website and find what you need, even with our limited grasp of the French language.

Functionality: 4 stars. We appreciate the way the brand is upfront about the many payment venues and shipping companies that they use; it keeps people from wasting their time. However, there are no links to social networking and other similar sites. It should be easy to become a long term fan of this company, and the lack of social media buttons will make it easy for people to forget about them.

Content: Not rated due to foreign language

Appropriateness: 5 stars. It’s hard to imagine a website more appropriate for this outdoorsy and youthful brand. It is well targeted, but also well rounded enough to represent a variety of products for a variety of people.

Overall: 4.5 out of 5 stars.