Brand Tone

aspirational, authentic, and practical

Brand Values

• •Adventure and Freedom
• •Craftsmanship and Quality
• •Authenticity
• •Community
• •Style

Best Practices

• •Lead with the Lifestyle, Support with the Product: Always frame the copy around the values of adventure, freedom, and the "van life" culture. The seat covers are the enablers of this lifestyle, not just a product.
• •Tell the Founders' Story: Regularly incorporate the authentic story of Katrien and Alan as the blend of professional design and surf culture passion adds significant credibility and an authentic voice.
• •Use Evocative and Sensory Language: Use words that conjure feelings of travel and the outdoors, such as "open road," "salty," "sandy," "rugged," and "free-spirited."
• •Balance Aspiration with Practicality: While selling a dream, ensure you ground the copy with the tangible benefits of the product: 5000mm waterproofing, durable Oxford 600D fabric, universal fit, and easy installation.
• •Engage the "Cult": Use user-generated content, testimonials, and feedback in your marketing. Phrases like "Built for the road, shaped by your feedback" reinforce the community aspect and show that the brand listens to its dedicated following.

Social Perception

The brand is perceived positively by its customers, who often praise the quality, durability, and unique design of the seat covers. Reviews highlight the products' ability to withstand the rigors of beach days and road trips while adding a cool, relaxed vibe to their vehicles. The brand appears to have successfully created a product that is seen as a natural extension of its customers' lifestyles.

Copy Examples

• •Headline: For the Road Ahead. Body: Your adventure doesn't stop at the shoreline. Our waterproof seat covers are built to handle salty hair, sandy feet, and the spontaneous detours that make the best stories. Protect your ride, express your style.
• •Headline: Built for the Journey. Styled for the Destination. Body: From the rugged coastlines to the city streets, your vehicle is your sanctuary. Our Aztec-inspired, durable seat covers ensure that no matter where the road takes you, you're traveling with style and peace of mind.
• •Headline: The Uniform for the Unconventional. Body: You're not afraid to go against the grain. Your gear shouldn't be either. CULT Surfing seat covers are for the van-lifers, the dawn patrollers, and the free spirits. Durable. Waterproof. Unmistakably you.
• •Headline: Where Craftsmanship Meets Wanderlust. Body: Designed by a classic car upholsterer and a lifelong surfer, our seat covers merge high-end durability with a bohemian spirit. It as the quality your adventure deserves.
• •Headline: Less Worry, More Exploring. Body: Spills happen. Adventures get messy. Our easy-to-clean, waterproof seat covers let you embrace the spontaneous moments without a second thought. Just wipe down and keep going.