Brand Tone

Nostalgic & Traditional, Authentic & Genuine, Adventurous & Free-Spirited, Community-Oriented & Inclusive, Positive & Upbeat, Youthful & Trendy

Brand Values

• •Tradition
• •Authenticity
• •Adventure & Exploration
• •Community & Connection
• •Quality & Craftsmanship
• •Nostalgia

Best Practices

• •Embrace Nostalgia Authentically: Consistently weave in references to the 60s/70s surf culture, St. Christopher tradition, and the brand's own heritage (since 1998) in a way that feels genuine and not forced.
• •Use Casual, Upbeat, and Inclusive Language: Employ a friendly, approachable, and positive tone. Use words like "stoke," "rad," "tribe," and "adventure" while ensuring the messaging feels welcoming to all who appreciate the aesthetic and values, not just surfers or those of a specific faith.
• •Highlight Community and Shared Experiences: Encourage user-generated content, feature customer stories (with permission), and use language that fosters a sense of belonging ("join the tribe," "share your journey").
• •Visually Align with the Vibe: Ensure all imagery and video content (especially on Instagram, TikTok, and Pinterest) reflects the adventurous, sun-soaked, slightly retro, and youthful energy of the brand.
• •Focus on the "Why" Beyond the Product: Emphasize the meaning and feeling behind the necklaces – protection, good luck, a reminder of adventure, a connection to a tradition – rather than just the physical attributes of the jewelry.

Social Perception

Positive Customer Experiences, Symbol of Protection & Good Luck, Connection to Surf & Beach Culture, Fashionable & Collectible, Engaged Community, Seen as Authentic

Copy Examples

• •Headline: Carry the Coast. Your Adventure Awaits. Body: Since '98, our St. Christopher medals have been more than just necklaces; they're a tribute to the timeless spirit of surf and travel. Find your tradition, wear your story. #GetBackToAdventure
• •Headline: Good Luck. Good Waves. Good Times. Body: Inspired by 60s surf legends and crafted for today's explorers. Our authentic Get Back Necklaces are your companions for every journey, big or small. What story will yours tell? #StChristopher #SurfJewelry
• •Headline: More Than a Medal. It's a Vibe. Body: Join the Get Back tribe. From the California coast to wherever your journey takes you, wear the original symbol of protection and endless summer. Family-owned, adventure-approved. #GetBackNecklaces #BeachLife
• •Headline: Vintage Soul. Modern Journey. Body: Remember the feeling? The sun, the salt, the thrill of the unknown. We're keeping that 70's surf tradition alive, one handcrafted St. Christopher at a time. Share the stoke. #Since1998 #TravelProtection
• •Headline: Your Lucky Charm, Reimagined. Body: It’s not just jewelry, it’s a piece of surf history, a token for safe travels, and a connection to a community that lives for the thrill of discovery. Get your authentic St. Christopher and #WearYourJourney.