Brand Tone

Laid-back and Relaxed, Authentic and Passionate, Nostalgic and Vintage-Inspired, Friendly and Community-Focused, Adventurous

Brand Values

• •Authenticity: A genuine connection to the cultures they represent (VW, surf, music, old-school automotive).
• •Community: Building and celebrating a global network of like-minded individuals.
• •Passion: Deep love for classic vehicles, surfing, music, and the lifestyle that accompanies them.
• •Quality: Providing well-designed and durable clothing and accessories.
• •Lifestyle: Promoting a way of life that is adventurous, free-spirited, and values experiences.
• •Nostalgia: Cherishing and preserving the "old school cool" aesthetic and heritage.
• •Inclusivity: "A brand for everyone, everywhere" who resonates with their way of thinking.

Best Practices

• •Embrace the Vernacular: Use language and references that resonate with VW, surf, and vintage enthusiasts (e.g., "split-screen," "dawn patrol," "old school," "cruise").
• •Storytelling Over Selling: Weave the brand's history, passion, and community spirit into product descriptions and social media posts. Focus on the lifestyle, not just the item.
• •Visual Congruence: Ensure the copy is always paired with imagery that reflects the laid-back, adventurous, and vintage aesthetic of the brand.
• •Maintain Authenticity: Avoid corporate jargon or overly aggressive sales language. The voice should always feel genuine, like it's coming from a fellow enthusiast.
• •"Keep it Cool": Let this central mantra guide the tone. Communications should be positive, inspiring, and effortlessly stylish, never forced or trying too hard.

Social Perception

Cool Flo is perceived as a genuine and respected brand within the VW and surf lifestyle niches. Customers see it as more than just apparel; it's a way to express their identity and affiliation with a specific subculture. The brand is associated with positive experiences, good times, and a strong sense of community. They are seen as deeply embedded in the scenes they cater to, not just capitalizing on trends. This is evident from their long history ("Established in '89") and active participation in relevant events.

Copy Examples

• •Headline: Kick Back in Classic Style. Body: Our new [Product Name] tee is here, blending vintage vibes with that laid-back Cool Flo comfort you love. Perfect for sunny days and road trip haze. #CoolFlo #KeepItCool #VintageVW
• •Headline: Your Adventure Awaits. So Does Your New Favourite Hoodie. Body: From misty morning surf checks to sunset cruises in the van, our [Product Name] hoodie has got you covered. Embrace the journey. #CoolFloLifestyle #VanLife #SurfCulture
• •Headline: More Than Just Threads. It's a Statement. Body: Rock the iconic Cool Flo script and tell the world you're part of a global crew that values freedom, good times, and old-school cool. What's your ride saying? #CoolFloCrew #VWLove #AutomotiveCulture
• •Headline: Sun's Up, Windows Down. Body: Gear up for whatever the day throws your way with our latest collection. Inspired by the open road and the call of the waves. Est. since the last century, still keeping it cool. #CoolFloAdventures #RetroStyle
• •Headline: Join the Flo. Body: It started with three brothers, a love for VWs, and a passion for life on the move. Today, the Cool Flo family spans the globe. Check out our new arrivals and be part of the story. #CoolFlo #Community #Since89