Brand Tone

Aspirational, authentic, and community-focused, leveraging the "creator as a brand" model. The language is casual and direct, with an undercurrent of exclusivity and quality.

Brand Values

• •Authenticity
• •Quality
• •Community
• •Exclusivity
• •Creativity

Best Practices

• •Lead with Authenticity: Always frame the narrative from Bas's perspective. Use "I," "my," and "we" to maintain the personal connection. The brand is him, and the copy should reflect his voice.
• •Emphasize Scarcity and Exclusivity: Consistently use terms like "Limited Drop," "Exclusive," "Small Batch," and "Signature Edition" to reinforce the value and urgency of purchasing.
• •Focus on "Lifestyle" over "Product": Sell the feeling and the community, not just the item. The copy should evoke a sense of adventure, creativity, and belonging to the "tribe" that follows Bas.
• •Maintain a Casual and Confident Voice: Keep the language relatable, energetic, and straightforward. Avoid overly corporate or technical jargon. The tone should be like a friend who is also an expert in their craft.
• •Integrate User-Generated Content and Testimonials: Actively feature customer reviews and photos (with permission). This reinforces the community value and provides social proof that aligns perfectly with the brand's authentic, fan-centric perception.

Social Perception

Customers perceive the brand as a direct, trustworthy representation of Bas Costa himself, offering quality gear that allows them to 'rep the lifestyle.' It's seen as secure and customer-friendly, backed by a large and loyal fanbase.

Copy Examples

• •Built for the tide, designed by Bas. Our new Skeleton Surfing Shirt is more than just apparel; it's a piece of the adventure. Made with 100% premium cotton for a feel you have to wear to believe. This is a limited drop – capture the spirit of the wave before it's gone. #BasCostastore #RideTheWave #SurfCulture
• •Every Shirt Tells A Story. Built by Bas. Worn by You. Welcome to the home of authentic surf wear, inspired by real adventures. Join a community of over 1 million strong and wear the vibe. Shop the exclusive new collection now.
• •Subject: It's Here. The Drop You've Been Waiting For. Body: Hey, it's Bas. For weeks, I've been field-testing our new gear, and I'm stoked to finally share it with you. This isn't just merch; it's a part of my journey. Every design is straight from my sketchbook, and the quality is something I'm truly proud of. As part of the community, you get first access. Thanks for being here. We're just getting started. [Shop Now Button]
• •Keep your connection safe on any adventure. This is the waterproof case I trust to protect my phone from the ocean to the street. It’s durable, reliable, and designed for a life in motion. Because the best moments happen when you're not worried about your gear. Seal the adventure.
• •Don't just follow the vibe. Wear it. Bas Costastore creates limited-edition surf apparel and gear for those who live life on their own wave. Backed by a community of 1M+ creators and adventurers. Discover the exclusive collection.