Brand Tone

Premium & Sophisticated, Exhilarating & Adrenaline-Fueled, Innovative & Tech-Forward, Confident & Authoritative, Accessible (for certain models) yet Aspirational

Brand Values

• •Performance: Delivering top-tier speed, agility, and responsiveness in their electric surfboards and eFoils.
• •Innovation: Pushing the boundaries of electric water sports technology with features like modular systems and advanced hull designs.
• •Quality & Craftsmanship: Using premium materials (like carbon fiber) and emphasizing their Swedish design and engineering.
• •User Experience: Focusing on the entire journey from easy assembly ("Click-to-Ride") to the thrill of the ride itself, and catering to different skill levels.
• •Safety: Incorporating safety features into their designs, such as shielded jet propulsion on eFoils and kill switches.
• •Exhilaration & Freedom: Enabling riders to explore and experience the water in a new and exciting way.

Best Practices

• •Emphasize Performance & Innovation: Consistently highlight the speed, power, agility, and cutting-edge technology of the boards. Use strong action verbs and confident language.
• •Maintain a Premium Visual Aesthetic: Ensure all imagery and videography is high-quality, dynamic, and reflects the sophisticated, adventurous nature of the brand.
• •Balance Exhilaration with Accessibility (where appropriate): While the core tone is thrilling, for beginner-friendly models, clearly communicate ease of use and stability to broaden appeal without diluting the overall premium feel.
• •Use Aspirational Language: Focus on the experience, freedom, and lifestyle associated with owning an Awake board. Appeal to the desire for adventure and exclusivity.
• •Incorporate "Stay Awake" and Rider Stories: Utilize the brand tagline and showcase authentic user experiences (testimonials, user-generated content) to build community and reinforce the excitement and satisfaction of riding Awake boards.

Social Perception

Highly Regarded for Performance and Quality, Aspirational Luxury Item, Innovative and Leading-Edge, Exciting and Fun, Good for a Range of Users (with specific models)

Copy Examples

• •Awake RÄVIK S: Unleash the Apex Predator of the Waves. Body: Engineered in Sweden, desired by thrill-seekers worldwide. The RÄVIK S isn't just an electric surfboard; it's a statement. Carve deeper, accelerate faster, and redefine your limits. The ocean is your arena. #StayAwake #ElectricAdrenaline
• •VINGA eFoil: Effortless Flight. Boundless Exploration. Body: Experience the silent revolution of water sports. The Awake VINGA eFoil lifts you above the chop, offering a sublime sense of freedom and an unparalleled connection with the water. Intuitive design meets exhilarating performance. Your adventure begins at the water's edge. #AwakeEFoil #RideTheFuture
• •The RÄVIK Explore: Your Journey Into Electric Surfing Starts Now. Body: Stable, intuitive, and undeniably fun. The RÄVIK Explore is designed to get you riding and smiling in minutes. Discover the thrill of gliding across the water with the confidence of Awake engineering beneath your feet. Adventure is for everyone. #AwakeForAll #JetboardJoy
• •Precision Engineered. Pure Adrenaline. That’s the Awake Promise. Body: From our Click-to-Ride system to the raw power of our brushless motors, every Awake board is a testament to Scandinavian innovation and a passion for performance. Feel the difference that uncompromising quality makes. #SwedishPerformance #AwakeBoards
• •Don't Just Ride. AWAKEN. Body: Break free from the ordinary. The Awake RÄVIK and VINGA series offer more than just a ride; they offer an experience that ignites the senses and redefines what’s possible on the water. Command the current. #UnleashTheThrill #AwakeExperience