Brand Tone

accessible, encouraging, and value-driven

Brand Values

• •Accessibility & Value
• •Progression & Empowerment
• •Inclusivity & Community
• •Heritage & Authenticity
• •Quality within its Tier

Best Practices

• •Always Be Encouraging: Use positive and motivational language. Frame skateboarding as a fun journey of progression, not an exclusive club. Replace intimidating jargon with simple, empowering phrases.
• •Lead with Value: In product descriptions and ads, immediately highlight the affordability and quality-for-price. Phrases like "Best Value," "Affordable Quality," and "Built to Last" should be common.
• •Speak to the Beginner: Write as if you're talking to someone who is excited but perhaps a little nervous to start skating. Explain the benefits of your products in clear, simple terms (e.g., "Our softer wheels give you a smoother ride on rough sidewalks").
• •Embrace the "Underdog" Spirit: Lean into the brand's heritage story of being for the "outsiders and the misfits". Use a slightly defiant, independent tone that positions Cal 7 as an authentic alternative to mainstream, high-priced brands.
• •Keep it Visually Driven and Authentic: On social media, let user-generated content and simple, clean product shots do the talking. The copy should be short, punchy, and complement the visuals, using hashtags that reinforce the brand's values like #SkateYourWayUp, #FirstSkateboard, and #Cal7Community.

Social Perception

a "good beginner brand" recommended for new skaters who want a better-than-department-store experience without the high cost of a professional setup, known for reliable components like metal trucks at an affordable price.

Copy Examples

• •Your first ollie is waiting. Your first board is right here. Cal 7: Skate Your Way Up.
• •Stop wondering and start rolling. Our complete skateboards come with everything you need to hit the pavement today. Featuring durable metal trucks and stylish deck graphics, it's the perfect board to begin your journey, providing a quality ride without breaking the bank.
• •It's not just about the tricks. It's about the crew, the culture, and the concrete. We're here for every part of your journey. #Cal7Skate #SkateYourWayUp
• •Pro-level prices? Not here. We believe everyone deserves a quality ride. Discover complete skateboards and parts handpicked for the best value.
• •Subject: You've Mastered the Basics. What's Next? | Ready to upgrade? From faster bearings to wider decks, explore our collection of components and customize your ride as you level up your skills.