Brand Tone

Passionate, Authentic, Adventurous, Community-focused, Knowledgeable, Aspirational yet Accessible

Brand Values

• •Passion for Surfing
• •Community
• •Quality
• •Authenticity
• •Respect for Nature
• •Customer Experience

Best Practices

• •Speak the Surfer's Language: Use authentic surf terminology and slang where appropriate, but avoid overdoing it to the point of being alienating to newer surfers. Keep it natural.
• •Emphasize Experience Over Product Features (When Possible): While features are important, focus on how the product enhances the surfing experience, the feeling it gives, or the problems it solves for the surfer. Connect with the passion.
• •Be Visually Driven, Verbally Supportive: Surf culture is highly visual. Ensure your copy complements the stunning imagery and videos, adding context, emotion, or a call to action that resonates with the visual.
• •Foster Community in Your Communication: Ask questions, encourage sharing of experiences, and respond to comments. Make your audience feel like they are part of the El Porto family.
• •Maintain a Balance of Aspiration and Accessibility: Inspire with epic surf stories and imagery, but also provide practical advice, gear for all levels, and a welcoming tone that makes everyone feel like they belong.

Social Perception

A core surf shop, Knowledgeable and Passionate, A provider of quality gear, Engaged with the surf lifestyle, Locally Rooted

Copy Examples

• •Chasing those golden hour barrels. That feeling when it's just you, the board, and the wave. Pure Stoke. What was your most memorable sunset surf? Share below! #ElPortoSurfShop #SunsetSurf #WaveOfTheDay #SurfLife
• •Stay warmer, surf longer. Our new [Wetsuit Name] is engineered for maximum flexibility and insulation, so you can focus on the waves, not the chill. Crafted for the dedicated surfer who won't let a little cold keep them from the lineup. Dive in. #ElPortoSurfShop #NewCollection #SurfGear #StayWarmSurfLonger
• •El Porto's Hidden Gems: Uncrowded Breaks for Your Next Session (And the Gear to Get You There)
• •Weekend Wave Report + Fresh Drops at El Porto Surf Shop!
• •Big swell hitting the coast this week! 🌊 Make sure your gear is ready. Need a new leash or some fresh wax? We've got you covered. Swing by or shop online! #SurfReport #ElPortoSurfShop #GetReadyToSurf