A carbon-fibre eFoil brand, from factory to wave.
Cape Ray is an eFoil board brand built for the waters around Cape Town. H.I.T took it from idea to a sourced, branded product: brand identity, OEM manufacturer research and an e-commerce route to market.
Electric hydrofoiling, with a local identity
eFoil boards use an electric motor and a hydrofoil to lift the rider above the water. The category is growing, but most boards come from a small number of overseas factories and are sold under international brands at premium prices. Cape Ray set out to offer a carbon-fibre board with a distinct Cape Town identity, sourced directly from manufacturers.
Building a hardware brand without a factory
Choosing the right OEM
Many factories offer similar-looking boards. Build quality, battery safety, motor and foil specs, warranty and after-sales support vary a lot.
Branding that survives salt water
Logos and graphics have to be permanent and resist salt water, sand and UV, without adding unnecessary cost per board.
Landed cost
Factory price is only part of the picture: shipping, import duties, battery transport rules and local margins decide viability.
Route to market
A premium product needs a premium online presence to explain, sell and support it.
Brand, sourcing and a route to market
Brand identity
A clean identity built around a white manta-ray mark and the CAPERAY BOARDS wordmark, with the name on the rails, designed to read well on carbon fibre and to work across board graphics, packaging and the web.
Factory sourcing research
Structured research into OEM eFoil manufacturers, comparing board construction, motor and battery specifications, customisation options (logos and finishes), minimum order quantities, lead times and support terms, so suppliers could be shortlisted on evidence rather than on catalogue photos.
Customisation & finishing options
Compared ways of applying permanent, waterproof branding, from factory application to local and DIY options, weighing durability against cost.
E-commerce approach
Product positioning, specification pages and an online storefront approach that presents boards, bundles and accessories clearly to riders in South Africa.
Evidence-led product decisions
What it enables
A recognisable mark and naming system ready for boards, packaging and online.
A clear view of OEM options and trade-offs before committing capital.
An understanding of the costs between factory gate and customer.
A product and e-commerce approach that can be launched and scaled.
In one line
An eFoil board brand taken from concept to a sourced, branded product with a route to market: identity, OEM research and e-commerce.