Brand Tone

Authentic & Core, Enthusiastic & Passionate, Informal & Approachable, Humorous (Subtly), Community-Focused

Brand Values

• •Authenticity
• •Quality
• •Creativity & Innovation
• •Community
• •Legacy & Heritage
• •Skater-Driven

Best Practices

• •Know Your Audience (Skateboarders): Use language, references, and humor that resonate with the skateboarding community. Avoid overly corporate or generic marketing speak. Understand current skate slang and cultural nuances, but don't force it if it doesn't feel natural.
• •Emphasize Authenticity: Skateboarding values rawness and genuineness. Your copy should reflect this. Be straightforward, honest, and passionate about the products and the culture.
• •Show, Don't Just Tell: Instead of saying 'our products are cool,' showcase *why* they are cool through rider endorsements, action shots, heritage details, and connections to skate culture. Let the product and its context do the talking.
• •Maintain a Consistent Voice Across Platforms: While the format might change (e.g., shorter captions on Instagram, potentially longer descriptions on the website), the core tone (authentic, enthusiastic, informal) should remain recognizable.
• •Engage with the Community: When responding to comments or messages, maintain the brand's approachable and knowledgeable tone. Be part of the conversation, not just a broadcaster. This reinforces the community value.

Social Perception

Respected & Established, Cool & Desirable, Reliable (for product), Supportive of Skateboarding, UK Hub

Copy Examples

• •Fresh kicks just landed! 👟 The new [Shoe Model] from Lakai in [Colorway] is looking proper. Built to shred, styled for the streets. Cop yours before they’re gone. Link in bio. #CrailstoreUK #LakaiFootwear #SkateShoes #NewArrivals 🛹
• •Still pushing wood and chasing that perfect grind? We get it. Crailstore UK is your spot for the best from Girl, Chocolate, Lakai, and Royal Trucks. Genuine gear from the heart of skateboarding. Shop the latest drops now. #CrailtapUK #SkateboardingIsFun #SupportSkaterOwned
• •Heads up, skaters! Our [Sale Name] is ON! Score some solid deals on decks, wheels, apparel, and more. Time to refresh that setup without rinsing your wallet. Don't sleep on this! 👉 [Link to Sale]
• •The new [Rider Name] pro model from Girl Skateboards is here and it's a beaut. Classic [Board Feature, e.g., G069 shape] construction for that perfect pop and control you expect. Artwork by [Artist Name]. Get rolling on a piece of art. Dimensions: [X.X" x XX.X"]
• •Summer sessions are calling. Gear up with the latest from Crailtap. Decks, trucks, shoes, and threads to keep you rolling all season long. Free UK shipping over £80. #Crailstore #SkateUK