Brand Tone

Adventurous, authentic, and community-focused. Communications are casual, relatable, encouraging, and passionate, often using slang and emojis common within the board sports subculture, creating a friendly and approachable feel.

Brand Values

• •Passion for Adventure
• •Practicality and Durability
• •Authenticity
• •Community

Best Practices

• •Speak the Language of the Community: Continue using authentic, community-specific language and slang. Avoid overly corporate or formal tones that could alienate the core audience.
• •Prioritize User-Generated Content (UGC): Actively encourage and feature customers using the products. This reinforces the brand's community value and provides powerful, authentic social proof.
• •Lead with Passion and a Story: Every piece of copy should connect back to the core passion for board sports. Tell the story of why a product was created—what problem it solves for a fellow adventurer.
• •Emphasize "Designed & Tested in Tarifa": Consistently mention the Tarifa origin story. This is a key differentiator that grounds the brand in authenticity and expertise. It connects the products to a legendary location in the sport.
• •Keep it Simple and Direct: The copy should reflect the practical nature of the products. Be clear, concise, and focused on the functional benefits without excessive jargon or fluff. The tone should be helpful and straightforward.

Social Perception

Largely positive, driven by product quality and genuine connection to the board sports community. Perceived as an integral part of the surfing and kitesurfing scene, especially in Tarifa, with customers often featured as brand ambassadors, reinforcing authenticity and social proof.

Copy Examples

• •Sand in your car? Wetsuit mess? We get it. Our changing mat is the simple, durable solution you've been looking for. Designed by riders in Tarifa, for riders everywhere. Spend more time in the water and less time cleaning up. #Hokiis #SurfSmart
• •Dawn patrol done right! 🌅 Great to see @[User] putting our poncho to the test after a chilly morning session. Stay warm, stay stoked. Where did your adventures take you this weekend? #HokiisAdventures #SurfPoncho
• •Protect your board from dings, scratches, and sun damage with the HOKIIS Board Sock. Made from high-quality, stretchable material, it’s the no-fuss way to keep your favorite ride safe on the way to the spot. Practical, durable, essential.
• •Gear Up for Your Next Escape 🌊 Hey [Name], Whether it's a weekend trip or a local session, having the right gear makes all the difference. Our latest arrivals are designed and tested in the windy capital of Tarifa to handle any adventure. See what's new.
• •Your adventure partner is waiting. For a limited time, get a free keychain with any poncho purchase. Because the best sessions are the ones you're prepared for. Link in bio to gear up! #Hokiis #AdventureReady