Brand Tone

Authentic & Passionate, Community-Oriented & Friendly, Quality-Conscious & Discerning, Ethical & Responsible, Knowledgeable & Experienced

Brand Values

• •Quality & Craftsmanship
• •Passion for the Ocean Lifestyle
• •Authenticity
• •Sustainability & Ethical Practices
• •Community
• •Customer Satisfaction ("Stoke")

Best Practices

• •Incorporate authentic surf and ocean lifestyle vernacular naturally (e.g., "stoked," "session," "paddle out," "glide"). Avoid forcing slang where it doesn't fit.
• •Always highlight the durability, premium materials, and the story behind the products and their makers. Use descriptive language that conveys a sense of care and expertise.
• •Let the love for the ocean and the lifestyle shine through. Write from a place of enthusiasm and shared experience.
• •Weave in the brand's commitment to sustainability, ethical sourcing, and community support into product descriptions and broader content where relevant.
• •Address the customer as part of a shared community of ocean lovers. Keep the tone approachable, knowledgeable, and helpful, like a trusted friend in the surf scene.

Social Perception

Positive Customer Feedback, Niche Appeal, Trustworthy & Knowledgeable, Limited Mainstream Visibility

Copy Examples

• •Headline: Hand-Picked Gear for Your Next Ocean Adventure. Body: At Groundswell Supply, we live for the water. That's why every product in our collection is personally vetted by experienced watermen for its quality, durability, and soul. Gear up with purpose.
• •Headline: More Than Just a Board. It's a Commitment to Craft. Body: We partner with passionate artisans who pour their heart into every shape and stitch. Discover surfboards and apparel made responsibly, right here in the USA, built to last and ride with you.
• •Headline: Get Stoked. Responsibly. Body: Ride the wave of sustainability with our curated eco-friendly surf essentials. From reef-safe wax to apparel from conscious brands, make a positive impact with every session.
• •Headline: Your Ocean Story Starts Here. Body: Whether you're a seasoned pro or just finding your sea legs, Groundswell Supply is your trusted source for authentic, quality gear. We’re a family-run shop, sharing our passion for the ocean lifestyle with our community.
• •Headline: Tested by Us, Trusted by You. Body: Our team of dedicated surfers and paddlers rigorously tests every item we stock. We only offer what we love and believe in – premium, ethically-sourced gear that will have you stoked for years to come.