Brand Tone

Energetic and Youthful, Authentic and Connected to Surf/Beach Culture, Aspirational and Inclusive, Casual and Engaging

Brand Values

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

Best Practices

• •Speak the Language of the Water: Consistently use authentic surf and beach terminology naturally within the copy. Words like "swell," "stoked," "dawn patrol," "set," and "break" can add authenticity when used appropriately.
• •Embrace "The Voice of the Next Generation": Keep the language energetic, fresh, and relatable. Avoid overly corporate or formal jargon. Focus on a conversational and inviting style.
• •Infuse Positivity and Inclusivity: Ensure messaging is uplifting, welcoming, and celebrates the diversity of the beach community. Frame a positive outlook on life, adventure, and the ocean.
• •Show, Don't Just Tell, the Lifestyle: Use vivid descriptions and storytelling that evoke the sights, sounds, and feelings of being by the ocean. Connect products to experiences rather than just features.
• •Balance Aspiration with Authenticity: While inspiring adventure and a desirable lifestyle, keep the tone grounded and genuine. Avoid hype that feels disconnected from the real experiences of surfers and beach-goers.

Social Perception

Cool and Authentic, Youth-Oriented, Quality and Performance-Driven, Globally Recognized, Locally Present, Increasingly Conscious

Copy Examples

• •Headline: Ride the Tide. Define Your Style. Body: From dawn patrol to sunset sessions, our latest collection is built for every wave, every beach, every moment. Discover gear that moves with you. #HurleySA #BornFromWater
• •Headline: More Than Just Boardshorts. It's a Statement. Body: Engineered for freedom, designed for the coast. The original Phantom boardshorts – flexible, durable, and undeniably Hurley. What's your next adventure?
• •Headline: Your Wave Is Waiting. Body: Sun-soaked days and salty hair. We're here for all of it. Gear up with Hurley essentials and make this season unforgettable. #BeachLifestyle #HurleySouthAfrica
• •Headline: United by the Ocean. Body: Join the Hurley family – a community connected by the thrill of the surf and the love of the coast. Tag us in your adventures @hurley.sa! #Inclusion #PositiveVibes
• •Headline: Crafted for the Coast. Consciously Made. Body: Feel good in what you wear. Our new eco-friendly line blends iconic Hurley style with sustainable materials, because protecting our oceans is always in fashion. #SustainableStyle #HurleyCares