How a surf in Morocco turned into our latest collaboration

May 29, 2026

Some collaborations come from months of planning. Ours started in the ocean.

While surfing in Morocco, Sam from our marketing team met Pia, a Dutch illustrator who was spending the winter travelling and working remotely from her van.

At the time, Pia was exploring Morocco, surfing, travelling and escaping winter. What started as a random conversation in the water eventually turned into a plan to work together creatively.

A few months later, we started developing our partnership with Surfers Against Sewage. We decided we needed to create something special for the limited-edition Surfers Against Sewage shower bar.

So Sam reached out to Pia to see if she’d be interested in designing the artwork for the new shower bar packaging.

Luckily for us, she was into the idea straight away.

“As a freelancer, I’m always excited by collaborations that connect creativity with meaningful stories, so working on a soap design connected to ocean protection and Surfers Against Sewage felt like a very natural fit.”

Pia’s style felt like the perfect fit

From the beginning, Pia completely understood the vibe we were after— ocean-inspired, playful and full of movement.

A lot of her work starts by hand using pencil, ink and linocut printing before being digitally coloured afterwards. If you’ve never heard of linocut printing before, it’s a traditional printmaking technique where you carve designs into lino, roll ink over the surface and press it onto paper.

You can really feel that handmade process in her work, which is exactly why we loved it. Especially now, when so much artwork is digitally generated.

From sketches to final packaging

As the project got started, Pia shared sketches, past work and a bunch of ideas. We let her know the style we liked, then after that first brief, we had it nailed.

The final artwork pulls together everything we hoped the collaboration would represent — creativity, the ocean and protecting the places we love spending time in.

Seeing the illustrations go from drawings to packaging mock-ups was a pretty cool moment for all of us.

A collaboration connected to the ocean

One of the reasons this partnership felt effortless is because ocean-related projects are already a big part of Pia’s world.

@piavandenbeuken

Over the years, she’s worked on creative projects connected to surfing, ecology and environmental storytelling.

A collaboration that started with a conversation in the surf and ending with artwork inspired by the ocean felt pretty fitting for our Surfers Against Sewage shower bar.