Brand Tone

Aspirational, energetic, youthful, connected to beach/surf culture, inclusive and positive. Casual and engaging, aiming to resonate with a younger, active audience.

Brand Values

• •Empowering Youth
• •Inclusion
• •Positivity
• •Freedom of Expression
• •Love for the Ocean/Beach Lifestyle
• •Innovation
• •Sustainability

Best Practices

• •Embrace the "Voice of the Next Generation": Use language that is energetic, authentic, and relatable to a youthful audience. Avoid overly formal or corporate jargon.
• •Highlight the Beach Lifestyle: Infuse copy with imagery and terminology that evokes the sun, sand, and surf. Connect products to the experiences and feelings associated with the coast.
• •Champion Inclusivity and Positivity: Ensure messaging is welcoming and uplifting. Celebrate diversity within the surf and beach communities.
• •Showcase Performance and Innovation (Subtly): While the tone is casual, weave in mentions of product technology and performance benefits, reinforcing Hurley's reputation for quality.
• •Be Visually Consistent: Ensure that the tone of the copy is mirrored in the accompanying visuals (photos, videos) – active, vibrant, and authentic to the surf culture.

Social Perception

Generally perceived as a cool, authentic surf and beachwear brand, popular among young people and those who identify with the surfing lifestyle. It's seen as a global brand with a strong connection to action sports. The association with professional surfers and a focus on performance adds to its credibility within the surfing community. There's an increasing awareness of their efforts towards inclusivity and sustainability.

Copy Examples

• •Headline: Chase the Swell. Own the Moment. Body: Engineered for a new generation of riders, our latest Phantom boardshorts offer unparalleled flex and iconic Hurley style. Live the search. #HurleySA
• •Headline: More Than Just a Brand. It's a Vibe. Body: From sunrise sets to sunset sessions, Hurley is your soundtrack to the coastal life. Express yourself. Find your wave. #BornFromWater
• •Headline: Style Meets the Tide. Body: Discover our new collection of women's swimwear and apparel – where beach-ready design meets all-day comfort. Feel the freedom. #HurleyWomenSA
• •Headline: Ride the Wave of Change. Body: We’re committed to a cleaner ocean. Our latest eco-friendly range uses recycled materials without compromising on performance or style. Join the movement. #HurleySustain
• •Headline: Your Ocean. Your Rules. Body: Unleash your potential with gear built for every adventure the water throws your way. Performance. Passion. Positivity. That's Hurley. #NextGenSurfing