Brand Tone

Relaxed and Comfortable, Authentic & Timeless, Casual and Inviting, Friendly, Classic Surf

Brand Values

• •Commitment to the Surfing Lifestyle
• •Comfort and Quality
• •Authenticity & Heritage
• •Understated Style
• •Community/Ohana

Best Practices

• •Embrace the "Waterman Spirit": Ensure all copy reflects a deep respect for the ocean, surfing, and the authentic Hawaiian lifestyle. Use language that resonates with experienced surfers but remains inviting to those who appreciate the culture.
• •Prioritize Comfort and Timelessness: Highlight the quality, comfort, and classic, understated style of the apparel. Avoid hype or overly trendy slang; focus on enduring appeal.
• •Be Authentic and Rooted: Continuously draw connections to Honolua Bay and Hawaiian heritage in a genuine way. Share stories or imagery that reinforces this connection.
• •Maintain a Friendly, Relaxed, and Inviting Voice: Whether it's social media captions, email newsletters, or product descriptions, the tone should feel approachable and welcoming, like a conversation with a trusted local.
• •Consistency Across Channels: Ensure the tone and values are consistently portrayed across the website (once relaunched), social media, email marketing, and any in-store communications. Create a simple brand voice guide for all content creators.

Social Perception

Loved Local Brand, Associated with Quality and a Specific Lifestyle, Nostalgic/Iconic, Tourist Favorite (but also for serious surfers), Concerns due to Parent Company Issues

Copy Examples

• •Honolua Surf Co: Beyond the Trends. For the Soul Surfer. Forget fast fashion. We craft timeless, comfortable gear inspired by the true spirit of the islands and the legendary waves of Honolua Bay. Live the tides. Wear the tradition. Discover the Collection.
• •Your Everyday Comfort, Rooted in the Ride. From dawn patrol to sunset sessions, our apparel is designed for the waterman's life. Quality that lasts, style that’s understated, and a feel that’s pure Honolua. Find Your Fit.
• •The Bay is Calling. Answer it in Honolua. Inspired by the hues and heart of Maui's most iconic surf break. Honolua Surf Co. isn't just a brand, it's a piece of the islands, made for those who live by the current. Shop Waterman Essentials.
• •Classic Surf. Modern Comfort. Enduring Spirit. We believe in gear that’s as committed as you are. Clean lines, durable materials, and the authentic vibe of Hawaiian surf culture. That's the Honolua promise. Explore New Arrivals.
• •More Than Apparel. It's a Lifelong Connection to the Ocean. Honolua Surf Co. stands with the dedicated wave-riders, the island-spirited, the ones who know the ocean is home. Gear up for life. Join the Ohana.