Brand Tone

Authentic & Rider-Driven, Artistic & Creative, Stylish & Smooth, Community-Focused & Inclusive (within skate culture), Playful & Humorous, Established & Respected

Brand Values

• •Creativity & Artistic Expression
• •Authenticity & Skateboarding Heritage
• •Community & Friendship
• •Quality & Performance
• •Individuality & Style
• •Fun & Passion for Skateboarding

Best Practices

• •Speak the Language (Authentically): Use terminology and a voice that resonates with skaters without sounding forced or like you're trying too hard. Reference the culture, but with genuine understanding.
• •Prioritize Visual Storytelling: Let the iconic graphics, team rider footage, and artistic collaborations do much of the talking. Copy should complement and enhance, not overshadow. The YouTube channel (Crailtap) and Instagram are key for this.
• •Emphasize Community and Heritage: Regularly nod to the brand's rich history, its connection to Girl Skateboards, and the family of riders and artists. This builds loyalty and reinforces authenticity.
• •Keep it Cool and Understated: Avoid overly aggressive sales hype or corporate jargon. The brand's confidence comes from its legacy and quality, allowing for a more laid-back, an often witty or humorous approach in communication.
• •Showcase the Art and Artists: Consistently highlight the artistic aspect of the brand, crediting artists like Evan Hecox and explaining the inspiration behind graphic series when appropriate. This reinforces a core value and differentiator.

Social Perception

Iconic & Legendary, Artistically Driven, Skater-Owned Authenticity, Associated with Style, Quality Products, Strong Community Ties, Positive Sentiment

Copy Examples

• •Headline: Still Rolling Deep. Since '94. Body: Three decades of shared streets, iconic graphics, and a family that just keeps growing. This isn't just wood, it's Chocolate. Ride with us.
• •Headline: The Canvas & The Concrete. Body: New pro models featuring signature artwork by Evan Hecox. More than a deck, it’s a statement. Find yours at your local skate shop or Crailtap.com.
• •Headline: Built by Friends, For the Ride. Body: From day one, it's always been about the crew. Grab the latest Chocolate gear and go make some memories with yours.
• •Headline: Style That Speaks Volumes. Body: The [Rider Name] signature collection. Crafted for the streets, designed with the unmistakable Chocolate flavor.
• •Headline: Don't Just Skate. Create. Body: With every push, a new line. With every board, a piece of art. Chocolate Skateboards – Fueling your expression.