Brand Tone

Rebellious & Irreverent, Authentic & Rooted, Confident & Bold, Nostalgic (with a modern edge), Informal & Direct

Brand Values

• •Authenticity
• •Individuality & Non-Conformity
• •Passion (for surf/action sports)
• •Boldness & Self-Expression
• •Heritage

Best Practices

• •Embrace the Edge: Don't shy away from being bold, slightly irreverent, and confident in your messaging. Use strong verbs and direct language.
• •Channel the Heritage: Regularly reference the brand's 1978 roots, surf origins, and iconic status. Use storytelling to connect the past with the present.
• •Speak the Language: Incorporate authentic surf/skate terminology naturally (where appropriate and not forced) to resonate with the core audience. Keep it genuine.
• •Visual-Verbal Alignment: Ensure the copy tone matches the visual style. If the imagery is raw and action-packed, the copy should reflect that energy.
• •Focus on Individuality: Frame products not just as apparel, but as tools for self-expression and non-conformity, reinforcing the "rebel spirit" value.

Social Perception

Iconic & Nostalgic, Edgy & Cool, Resilient, Niche (currently)

Copy Examples

• •Instagram Post (Image: Vintage Gotcha ad): "Still making waves. Still not for everyone. #GotchaBrand #SurfCulture #Since78 #IfYouDontSurfDontStart"
• •Product Description (T-Shirt with bold graphic): "This isn't just a tee, it's a statement. Loud, unapologetic, and pure Gotcha. Wear it if you get it. #GotchaOriginals #RebelSpirit"
• •Website Banner (New Collection): "Same Attitude. New Threads. The legacy continues. Shop the latest from Gotcha."
• •Facebook Ad (Targeting surf enthusiasts): "Tired of the kook-ture? Get back to the roots. Gotcha: Authentic surf wear since '78. Ride your own wave."
• •Email Subject Line (Promotional): "Warning: May Cause Extreme Stokedness. New Gotcha Drops Inside."