Brand Tone

Adventurous, Sophisticated, Environmentally Conscious, Passionate, Confident, High-Quality

Brand Values

• •Sustainability & Environmental Responsibility
• •Quality & Design
• •Adventure & Lifestyle
• •Passion & Authenticity
• •Social Responsibility/Giving Back

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document your brand's personality, tone (e.g., adventurous, sophisticated, conscious), core values, specific vocabulary to use/avoid, and grammar/style preferences. Share this with everyone who creates content.
• •Always Weave in Core Values: Ensure that key values like sustainability, quality, and adventure are subtly or explicitly present in your messaging, reinforcing what the brand stands for. For CRASQI, this means consistently mentioning recycled materials or the spirit of exploration.
• •Speak to Your Target Audience Authentically: Understand who the "sybarite man" or the "environmentally conscious adventurer" is and use language and references that resonate with him, while maintaining the brand's sophisticated yet approachable feel.
• •Maintain Consistency Across All Channels: Whether it's website copy, social media posts, email newsletters, or product descriptions, the tone should feel unified and instantly recognizable as CRASQI.
• •Tell Your Story: Leverage the unique founding story – the inspiration from Los Roques, the sister founders, the passion for the sea – to add depth and authenticity to the copy, making the brand more relatable and memorable.

Social Perception

High-Quality and Stylish Men's Beachwear, Eco-Conscious Brand, Aspirational & Associated with Travel/Luxury, Brand with a Story, Masculine yet Female-Founded/Approved

Copy Examples

• •Headline: Dive In. Make Waves. Leave Only Footprints. Body: CRASQI swim shorts aren't just made for the water; they're made from it. Crafted with recycled materials for unparalleled comfort and style. Your adventure awaits.
• •Headline: Beyond the Beach. Beyond Expectation. Body: From remote shores to the resort lounge, CRASQI defines the modern man's escape. Experience a new standard in sustainable luxury and timeless design.
• •Headline: Wear the Ocean. Protect Its Future. Body: Each pair of CRASQI shorts gives new life to plastic bottles, transforming waste into vibrant style. Feel good, look incredible, and join us in preserving the blue.
• •Headline: Engineered for Adventure. Designed for Life. Body: Quick-drying, ultra-comfortable, and undeniably stylish. CRASQI is more than swimwear; it's a commitment to quality, a passion for discovery, and a respect for our planet.
• •Headline: The Art of Escape, Woven into Every Pair. Body: Inspired by the world's most breathtaking coastlines, designed by women who know style. Elevate your journey with CRASQI – where conscious living meets effortless sophistication.