Brand Tone

Aspirational, authentic, adventurous, inspiring, heritage-driven yet forward-looking, community-focused, passionate, and confident.

Brand Values

• •Adventure and Exploration
• •Quality and Durability
• •Sustainability and Environmental Responsibility
• •Authenticity and Heritage
• •Community

Best Practices

• •Lead with the "Why": Always connect the product back to the core values of adventure, durability, and conservation. Instead of just saying a bag is waterproof, explain that it's waterproof so that nothing gets in the way of your journey.
• •Use Adventurous and Evocative Language: Employ strong, active verbs and sensory details. Words like "pioneer," "forge," "explore," "horizon," "enduring," and "resilience" align perfectly with the established tone.
• •Weave in Heritage and Authenticity: Regularly reference the 150+ year history. This is a powerful differentiator. Mentioning legacy brands like Alvey or the company's own history adds weight and trustworthiness to the copy.
• •Be Genuinely Passionate about the Ocean: The connection to the ocean must feel authentic. Talk about the sea with reverence and respect. Consistently mention the Gowings Whale Trust to reinforce that this passion is backed by action.
• •Speak to the "Pioneer," Not Just the "Customer": Address the audience as fellow adventurers and members of a community. Use inclusive language ("just like you," "we're behind you") to build a sense of shared identity and purpose. This turns a transaction into a relationship.

Social Perception

Perceived as a revitalized heritage brand authentically committed to surf and ocean lifestyle, with strong goodwill, especially for preserving Alvey Reels. Seen as a responsible, purpose-driven company due to environmental initiatives (Gowings Whale Trust). Strong online growth, with improving but initially slow retail store performance.

Copy Examples

• •Some horizons aren't just seen; they're earned. For those who choose surf over sleep-ins and salt-stained gear over fleeting trends. This is your calling. #PacificTrader #LastTheJourney
• •Built for the Journey. Not the Landfill. Over 150 years of heritage in every thread. Explore gear crafted with quality, durability, and our oceans in mind.
• •Your adventure is our mission. From the legendary performance of Alvey Reels to the trusted innovation of FCS, we curate world-class gear for pioneers like you. 1% of every sale funds the Gowings Whale Trust to protect the wild places we love. Shop the collection. Gowings Pacific Trader: Gear for Your Horizon.
• •The Gowings Leatherback: A Legacy on Your Wrist. Forged from Grade 5 Titanium and backed by a 150-year history of Australian resilience. The Leatherback GMT isn't just a Swiss-made dive watch; it's a commitment. Waterproof to 300 meters and engineered for the modern adventurer, it's a tribute to our past and a tool for your next discovery. From the boardroom to the breakers, carry our heritage with you.
• •Inside: Gear That Goes the Distance & A Mission to Protect Our Oceans.