Gold Coast Women’s surf clothing and apparel brand Caliente is the brain child of Belle Tozer, avid surfer, filmmaker and passionate advocate for empowering women to live a life of adventure, connection and truth. She is a ‘Wild Woman’, living, loving and surfing, looking for ways to extend the fun in life.
Belle’s vision is to deliver high quality surfwear products for women that not only work but also look and feel good – designed by surfing women for surfing women.
As a reflection of this sentiment, the Caliente brand represents freedom, fashion, femininity and fun.
Extending this core brand ethos into the logo we depict three key elements; the letter ‘C’ of Caliente, a curling wave, an obvious connection to Belle’s passion, target audience and the product, and a phoenix embracing a star based on ancient symbolism for freedom, empowerment and ‘rising up’ from adversity.