Brand Tone

Passionate, welcoming, community-focused, authentic, relaxed, enthusiastic, slightly irreverent, personal, and encouraging.

Brand Values

• •Passion for Surfing
• •Community & Inclusivity
• •Authenticity
• •Local Connection
• •Having Fun

Best Practices

• •Always lead with the love for surfing and the Tofino lifestyle; the product is an extension of that passion.
• •Maintain an inclusive message, welcoming everyone who shares the fun-loving values of the brand.
• •Reference the specific culture and environment of Tofino to ground the brand in authenticity.
• •Incorporate surf vernacular naturally to show the brand is part of the culture.
• •Maintain a friendly, first-person feel in communication, reflecting the founder's direct voice and connection to the community.

Social Perception

The public perception is overwhelmingly positive; seen as a genuine, beloved local brand with high-quality products. It symbolizes 'happy Tofino memories' and is viewed as authentic and respected within the surfing community, made by and for surfers.

Copy Examples

• •The Official Uniform of Foggy Mornings and Perfect Lefts. Built for chilly dawn patrols and post-surf campfires. Our OG Goofy Club Hoodie isn't just a piece of clothing; it's a badge of honor for the fun-havers and the wave-chasers. Made from the softest, most durable fleece to keep you warm while you wait for the tide to turn. Welcome to the club.
• •Some people collect stamps. We collect moments. And maybe a few sandy t-shirts. #GoofyClubTofino #GoLeft #TofinoSurf
• •More Than a Club. It's a Vibe. It started with a simple idea: a love for surfing, a passion for going left, and the belief that the best surfers are the ones having the most fun. Goofy Club Tofino is for the tribe of goofy-footers, longboarders, and anyone with a spirit as wild as the Tofino waves. We make stuff we want to wear and share the stoke that this magical place gives us every day.
• •New Drops for Your Next Drop-In. Hey, Goofball. We just restocked the shop with a new run of our ethically-made, ridiculously soft tees and totes—all inspired by summer days on the West Coast. Grab yours before they're gone, just like that perfect set you almost missed. See you in the water.
• •Track Your Progress. Remember the Stoke. Was it a 4ft swell with an offshore wind? Or that one session where you finally nailed your cross-step? Don't let the details fade. Created by surfers for surfers, this logbook is the perfect tool to record the conditions, track your goals, and remember every wave.