Brand Tone

Humorous & Self-deprecating, Inclusive & Welcoming, Casual & Laid-back, Authentic & Community-Focused

Brand Values

• •Inclusivity: "Surfing is for everyone." They explicitly state that size, gender, or surfing ability doesn't matter; it's about a mindset of fun and not taking life too seriously.
• •Fun & Enjoyment: The core belief is that surfing should be enjoyable and shared with friends, rather than an aggressive, competitive pursuit. This extends to enjoying life's pleasures like food and drinks.
• •Authenticity: The brand grew organically from a genuine, personal experience and maintains a transparent, down-to-earth approach. They emphasize staying true to their original messaging.
• •Community: Building a "club" and a sense of belonging for their customers is paramount. They achieve this through active social media interaction and reposting customer content.
• •Giving Back: Commitment to ocean conservation and supporting organizations like Save the Manatees is a significant value.
• •Quality: They pride themselves on using high-quality garments for their apparel, even if it means sacrificing some margin, to ensure customer satisfaction and repeat business.

Best Practices

• •Embrace Imperfection & Humor: Don't be afraid to be self-deprecating and use lighthearted humor. The brand's origin is a joke, so keep that playful spirit alive. Avoid overly polished or corporate language.
• •Speak the Language of Friendship: Write as if you're talking to a good friend – casual, approachable, and genuine. Use inclusive pronouns ("we," "us," "our club") to foster a sense of community.
• •Reinforce Inclusivity Constantly: Explicitly and implicitly reiterate that FBSC is for everyone. Highlight the "mindset" aspect over physical attributes or skill level. Celebrate diversity in your visuals and storytelling.
• •Keep it Real & Relatable: Focus on shared, everyday experiences around surfing and beach life – the fun, the fails, the food. Authenticity is key; avoid hype or trying to be something the brand is not.
• •Integrate Values Naturally: Weave in mentions of fun, community, and philanthropy (like saving manatees) without it feeling forced. These are core to the brand's identity and should be a natural extension of the conversation.

Social Perception

Positive & Resonant, Community-Oriented, Fun & Approachable, Respect for Philanthropy, High-Quality Products

Copy Examples

• •Instagram Post (Image: Diverse group of people laughing on a beach with surfboards): "Squad goals? More like slop-surf-and-burrito goals. 🤙 At Fat Boy Surf Club, we're less about shredding the gnar and more about sharing the stoke (and maybe a few too many tacos). Everyone's welcome in our lineup. #FatBoySurfClub #YouDontHaveToBeRippedToRip #GoodVibesOnly #SurfLife #BeachDays"
• •Facebook Ad (Targeting people interested in surfing and casual wear): "Tired of surf brands that take themselves more seriously than a 10-foot wave? So were we. Fat Boy Surf Club: For those who believe the best part of surfing is the hang, the laughs, and the post-surf feast. Quality gear for every body and every vibe. Join the club – no six-pack required. 😉 Shop now and save the manatees with every purchase! [Link to website] #FBSC #KeepItCasual #SurfingForEveryone #ManateeLove"
• •Product Description (for a new Hoodie): "Introducing the 'Extra Guac' Hoodie – because life, like your burrito, is better with a little extra. Perfect for chilly dawn patrols, sunset bonfires, or just owning that 'I might surf later, or I might just eat this pizza' mood. Made from ultra-soft, premium cotton that feels as good as a post-surf nap. Remember, at FBSC, being a 'Fat Boy' is a mindset: fun, friends, and zero apologies. You don't have to be ripped to rip! #FatBoySurfClub #ComfyAF #HoodieSeason #TreatYourself"
• •TikTok Video Script (Quick cuts of different people wearing FBSC gear, smiling, eating, attempting to surf, laughing): (Upbeat, fun music) Text Overlay 1: Not a pro surfer? Text Overlay 2: Perfect. Text Overlay 3: Neither are we (mostly). Text Overlay 4: We're about good times, good friends, & good threads. Text Overlay 5: Welcome to Fat Boy Surf Club. Voiceover/End Card Text: "You don't have to be ripped to rip. Join the club! #FatBoySurfClub #SurfTok #BodyPositive #BeachVibes #GoodTimes"
• •Website 'About Us' Snippet: "Fat Boy Surf Club wasn't born in a boardroom. It started with a few mates, some ill-fitting wetsuits, and the earth-shattering realization that surfing is supposed to be FUN. We're for the dawn patrollers who need coffee first, the weekend warriors, the 'one good wave and I'm out' types, and even those who just dig the beach and a comfy tee. Being a Fat Boy (or Girl, or They!) is a mindset: don't take yourself too seriously, enjoy the ride, and have another taco. A slice of our sales always goes to our hefty ocean pals, the manatees. So grab some gear, join the club, and let's prove you don't have to be ripped to rip."