Building the World of Wizard Drip. A journey into playful surf mythology and creative freedom.

When I started Wizard Drip, I wasn’t setting out to build a brand. I was chasing a feeling, that magical, electric buzz you get after when surfing in a good headspace. I’ve always loved character design, cartoons, and anything that brings a little fantasy into the real world. So instead of crafting another generic fictional coffee brand, I looked inward and imagined a world that felt totally my own.

The spark came during a surf session in Lima. I was using Sticky Bumps and suddenly thought: why not make my own surf wax brand? Something original. Something illustrated. Something weird and wonderful. And that’s how Wizard Drip was born.

The name came fast—"Drip" is about wax, but also about style. "Wizard" brought the mystique. From there, I dove deep. Sketchbooks filled up. Digital canvases multiplied. Characters appeared, like Daz the soul-surfing wizard, Fizzle the mischievous bat, Dr Drip the mad penguin scientist, and Leo, the teleporting tiki head. It all snowballed into a universe, not just a brand.

This is more than packaging or merch, it’s a playground. It’s about rediscovering our playfulness, reconnecting with the ocean, and not taking things too seriously. As an incredibly average surfer, I find my best sessions come when I’m in happy headspace. It allows me to focus, but not in an aggressive way, rather more playful and relaxed. Wizard Drip lives in that space.

Whether it’s the “Temple of Tales,” “Sole Shack,” or “Dr Drip’s Lab,” every corner of the Wizard Drip world invites curiosity and creativity. It’s a visual surf journal disguised as a brand concept, and it’s still evolving.

Final thought:

Wizard Drip is a reminder that the real magic is already out there. You just need to find it, and maybe wax up your board while you’re at it.

If you’d like to chat about design, creativity, or curiosity in general, whether you're a fellow creative or have a project you’d like help with, please feel free to email me at: george@drewettdesigns.com