Brand Tone

Aspirational & Empowering, Expert & Authoritative, Community-Focused & Inclusive, Innovative & Forward-Thinking, Authentic & Passionate

Brand Values

• •Performance
• •Quality & Craftsmanship
• •Innovation
• •Community
• •Heritage & Legacy
• •Passion
• •Sustainability

Best Practices

• •Amplify "Make the Next Move": Consistently weave this central, empowering tagline into communications. It should resonate as a call to progress, whether for a beginner catching their first green wave or a pro refining their technique.
• •Bridge Heritage with the Future: Articulate the deep expertise and rich history of Euroglass as the foundation upon which BELL’s innovative spirit and future-focused designs (including sustainability efforts) are built. This creates trust and excitement.
• •Speak with Authority, Welcome with Open Arms: Use confident, knowledgeable language that reflects true expertise in surfboard design and surf culture. Simultaneously, maintain an approachable, inclusive tone that invites everyone into the BELL community.
• •Cultivate and Share Community Stories: Actively engage with and showcase the surf community. Feature local riders, events at the BELL Store, and user-generated content (with permission) to reinforce the brand’s role as a central part of surf life.
• •Ensure Visuals and Voice are Cohesive: The copy's tone – blending sophistication with raw surf energy, expertise with approachability – should be mirrored in all visual branding, reflecting the unique mix of "French elegance, Italian craftsmanship, and Australian coolness."

Social Perception

Respected & Established, Provider of High-Quality Gear, Innovative & Evolving, Authentic Pillar of Surf Culture, Community-Oriented

Copy Examples

• •BELL: Define Your Next Wave. *Body:* Stop chasing the current. Create it. Built on a legacy of world-class surfboard design, BELL empowers you to make your next move. More performance. More passion. More you.
• •The Hossegor dawn patrol was pure magic today! Stoked to see so many familiar faces and BELL boards carving lines. Our door is always open at the BELL Store – come share your stories, talk shaping, or just soak in the surf vibes. #BellSurfing #MakeTheNextMove #SurfCommunity
• •Unleash Uncompromising Performance: The BELL Resilient Tech. Forged from decades of shaping wisdom and cutting-edge material science, this construction delivers explosive responsiveness and enhanced durability, letting you push your limits with confidence. It’s not just a board; it’s your evolution.
• •Born from the heart of European surf culture as Euroglass, our soul remains unchanged. Now as BELL, we carry forward three decades of passion, precision, and performance. Same roots, new horizons. Crafted for surfers, by surfers.
• •Your Evolution Starts Here: Discover the New [BELL Product/Collection]. *Body Teaser:* Ready to transform your ride? BELL fuses legendary craftsmanship with groundbreaking innovation. Explore the [New Product/Collection], meticulously engineered for modern adventurers who demand the best. Make your next move.