Brand Tone

The brand tone is relaxed, local, and community-centric, characterized by casual, warm, and deeply personal language. It is authentic, passionate, friendly, and aspirational, evoking an idyllic beach lifestyle.

Brand Values

• •Community & Local Pride
• •Environmental Responsibility & Kindness
• •Family & Authenticity
• •Joy & Adventure

Best Practices

• •Maintain the Founder's Voice: Write copy from the founder's perspective, using "I" and "we" to reinforce the human, family-run feel of the brand.
• •Create a "Brand Lexicon": Develop a list of on-brand words and phrases to use consistently, such as "South Bay," "sunshine," "salty air," and "good vibes," while avoiding corporate jargon.
• •Lead with Lifestyle, Support with Product: Frame every piece of copy around the feeling or experience the product enables, emphasizing lifestyle benefits over just features.
• •Incorporate the Mission Seamlessly: Weave the charity and sustainability aspects into product descriptions and social posts to reinforce value alignment at every touchpoint.
• •Engage Like a Neighbor: Maintain a friendly, casual, and helpful tone in all customer interactions, responding as a person and using appropriate emojis to align with the beach-bum persona.

Social Perception

Esplanade Brand is perceived as a niche, authentic lifestyle brand with strong local roots. It has a positive association, is community-focused, and resonates strongly with local customers, often seen in community-centric contexts.

Copy Examples

• •That South Bay glow. Some things never get old. We design every piece to be the perfect companion for moments like these —from a walk on The Esplanade to watching the last light dip below the horizon. Essentials for a life lived in the sunshine. #aSeaofKindness #EsplanadeBrand #SouthBay
• •Your official off-duty uniform. Inspired by those slow-rolling coastal mornings, this sweatshirt is a reminder to breathe deep and take it easy. Sustainably printed right here in the South Bay, it’s ultra-soft and designed for a relaxed fit —perfect for throwing on after a surf or for a cozy day in. Live the slow life.
• •Wear Your Hometown Pride. From Redondo to Hermosa and all the sun-soaked spots in between, Esplanade Brand is our love letter to the South Bay. Every purchase supports our mission to keep our oceans clean and helps at least 3 local businesses. Shop the collection and show your love for the coast.
• •Subject: A little sunshine for your inbox ☀️ Body Preview: New arrivals, a note from our founder, and a look at how your support is helping local marine life.
• •Inspired by Life at the Beach. Designed for You. We’re a family-run brand from the South Bay creating everyday essentials for good vibes and salty air. Welcome to the neighborhood.