Brand Tone

Authentic, core, unapologetic, confident, knowledgeable, direct, functional, with a rebellious and assertive edge.

Brand Values

• •Authenticity & Heritage
• •Performance & Innovation
• •Family & Community
• •Rebellion & Independence

Best Practices

• •Lead with Legacy: Always anchor the brand in its history. Use phrases like "The Original," "Since 1976," and "Invented by Herbie Fletcher" to consistently reinforce its authentic heritage.
• •Use a Confident, Direct Voice: Avoid hesitant or overly promotional language. State facts about the product's performance and history with confidence. Be direct, using strong, declarative sentences. The tone should be that of an expert who has nothing to prove.
• •Emphasize "By Surfers, For Surfers": Continuously tie the brand and its products back to the act of surfing and the people who do it. Mention the Fletcher family, team riders, and the functional needs of a surfer to maintain authenticity.
• •Keep it Functional: Focus copy on the tangible benefits of the product hygrip, control, performance, and durability. While the brand has a "cool" factor, its voice is rooted in utility, not just aesthetics. Let the performance be the hero.
• •Embrace the "Core" Identity: Don't be afraid to use language that speaks directly to a knowledgeable surfing audience. The brand doesn't need to appeal to everyone. Maintaining its independent, slightly rebellious spirit will resonate more strongly with its target demographic than watering down the message for a broader audience.

Social Perception

Perceived as the original and most respected core traction pad brand in surfing, known for superior, effective, and sometimes 'raw' performance, with deep respect for its history and contribution to the sport's progression.

Copy Examples

• •Headline: Don't Imitate. Dominate. Body: We didn't join the conversation; we started it in 1976. The original grip that changed surfing forever. Still made by the family that lives it. Still trusted by the surfers that lead it. Astrodeck. The rest are just followers.
• •Headline: Root Your Feet. Free Your Surfing. Body: You can't fly if you can't plant. Born from the mind of Herbie Fletcher and tested in the heaviest waves on the planet, our patented grid-lock grip is the final piece of your board. It's not an accessory; it's an extension of your stance.
• •Headline: Since '76, We've Had Your Back Foot. Body: Before there were air reverses, there was the problem of staying on your board. We solved it. For over four decades, Astrodeck has been the foundation for progression. Built by surfers. Proven by legends.
• •Headline: The Fletcher Family Secret? It's Not For Sale. Body: In a world of sell-outs, we're still selling grip. Our name is on the door and our soul is in the product. This isn't just business, it's our legacy. The same family, the same commitment, the same superior traction you can count on.
• •Headline: Tried and True. Not Trendy and New. Body: Fads fade. Reputations are earned. While other pads focus on fashion, we've stayed obsessed with function. The result? A grip so reliable, the best surfers in the world were buying it long before they were paid to ride anything else.