Brand Tone

Aspirational, relaxed, and community-focused for lifestyle and apparel; professional, reliable, expert, and service-oriented for marine services.

Brand Values

• •Heritage & Authenticity
• •Community
• •Quality & Passion
• •Lifestyle
• •Sustainability

Best Practices

• •Lead with Lifestyle, Support with Service: Use the aspirational, relaxed "Abersoch lifestyle" tone for all public-facing marketing (social media, website homepage, apparel ads). Keep the "expert and reliable" tone for dedicated service pages, direct client communication about boat work, and targeted industry ads.
• •Emphasize "The Original": Consistently use phrases like "The Original Abersoch Brand" or "Home of the Abersoch Brand" in bios and ad copy. This reinforces authenticity and distinguishes the brand from competitors.
• •Root Everything in Place: Use Abersoch as the hero of the story. Feature local landmarks, beaches, and the bay in all imagery. The copy should connect the products directly to the experience of being in Abersoch.
• •Speak Like a Local Friend: Write copy that is warm, welcoming, and inclusive. Use "we" and "our community" to foster a sense of belonging. The call to action should feel like a friendly invitation (e.g., "Come say hello," "Swing by the shop") rather than an aggressive sales pitch.
• •Weave in Values: Subtly reference the brand's core values in your copy. Mention sustainability when talking about new products ("made with organic cotton"), heritage when telling the brand story ("for over 100 years"), and community when promoting local events. This builds a richer brand identity beyond just selling clothes.

Social Perception

The public perception is overwhelmingly positive. The brand is seen as an integral part of the Abersoch landscape, for locals and tourists alike. The clothing line is iconic and a must-have, representing a tangible piece of the "Abersoch" experience. The brand is viewed as a credible, quality establishment, intertwined with the community.

Copy Examples

• •Instagram Post (New Hoodie) - Image: A model wearing the new "Abersoch Back Print Hoodie" looking out over Abersoch bay at sunset. Caption: "That golden hour glow. Our new Dusky Rose hoodies have arrived, just in time for those cool summer evenings by the sea. Woven with organic cotton and printed with water-based inks, it’s more than a hoodie—it’s a piece of Abersoch. Tap to shop the Original Abersoch Brand. #Abersoch #AbersochBoatyard #CoastalLiving"
• •Facebook Post (Community Event) - Image: A colourful graphic for the Abersoch Dinghy Week. Caption: "Proud to be back on board! We're thrilled to be sponsoring the Abersoch Dinghy Week again this year. It's all about community, competition, and celebrating life on the water. Swing by the shop to grab your spectator essentials and cheer on the sailors with us! #AbersochDinghyWeek #AbersochCommunity #SailingLife"
• •Website Banner (Homepage) - Image: A collage of people of different ages wearing Abersoch Boatyard apparel on the beach. Headline: "Wear Your Favourite Place. The Original Abersoch Brand." Sub-headline: "Over 100 years of heritage, crafted into clothing that feels like home. Shop the new collection."
• •Email Newsletter (Highlighting Marine Brands) - Subject: "Built for the Coast: Gear Up with Dubarry & Orca Bay" Body: "From a morning on the boat to an evening in the village, your footwear should keep up. We've curated the best from marine legends Dubarry and Orca Bay—durable, comfortable, and effortlessly stylish. Find your perfect pair in-store this weekend and step into Abersoch life. [Shop Now Button]"
• •Print Ad (For Boat Services - to be placed in a local marine publication) - Image: A clean, professional shot of an engine being serviced in the boatyard workshop. Headline: "Your Time on the Water is Our Priority." Body: "For generations, Abersoch Boatyard Services has been the trusted name for boat owners on the Llŷn Peninsula. From winter storage to a full engine refit, our expert team ensures you're ready for the season. Comprehensive service, unmatched expertise. Call us today. #AbersochBoatyardServices"