Brand Tone

relaxed, aspirational, serene, minimalistic, evocative, friendly, approachable, calm, appreciative of the ocean and surf culture.

Brand Values

• •Appreciation for Nature
• •Simplicity and Minimalism
• •Passion for Surf Culture
• •Tranquility and Escape
• •Artistic Expression

Best Practices

• •Use Evocative, Sensory Language: Employ words that trigger feelings of calm, warmth, and the sensations of being by the ocean (e.g., "salty air," "sun-drenched," "gentle tide," "golden hour").
• •Maintain a Minimalist Approach: Keep sentences clear, concise, and impactful. Avoid overly technical jargon or loud, sales-heavy language. Let the product and its visual appeal be the hero.
• •Embrace the "Aloha Spirit": Infuse copy with a sense of warmth, welcome, and positivity. The brand is not just selling products; it's selling a feeling of peace and happiness.
• •Connect to the "Friyay" Feeling: Consistently tie the brand's message back to the joy and freedom of the weekend and the escape from routine, making every day feel a little more like a Friday.
• •Stay True to Surf Culture: Use authentic, respectful language that resonates with the surfing community. The copy should reflect a genuine understanding and appreciation for the lifestyle, not just a superficial trend.

Social Perception

Perceived as a niche, boutique brand appealing to surf culture admirers, valuing art, nature, and a laid-back lifestyle. It resonates with those seeking calm and coastal beauty, championing freedom, happiness, and a relaxed 'aloha' spirit.

Copy Examples

• •The Ocean is Calling. Capture the essence of the perfect wave. Our latest print brings the serene power of the ocean right into your home. Feel the endless summer.
• •Wear the Weekend. Made for sunny days and salty air. This tee is a reminder of that Friday feeling, any day of the week. Simple, soft, and inspired by the sea.
• •Escape to the Coast. This isn't just a collection; it's a state of mind. Discover new arrivals that embody the tranquil spirit of the shoreline. Your moment of calm awaits.
• •Your Daily Dose of Aloha. Carry a piece of paradise with you. Our minimalist wave case protects your phone while keeping you connected to the coast.
• •That feeling when the week ends and the ocean welcomes you. That's Aloha Friyay. #AlohaFriyay #EndlessSummer #SurfCulture