Brand Tone

Aspirational, welcoming, eco-conscious, empowering, inclusive, friendly, personal, informative, and transparent.

Brand Values

• •Quality & Craftsmanship
• •Sustainability
• •Style & Individuality
• •Inclusivity & Empowerment
• •Authenticity

Best Practices

• •Lead with the "Why": Always connect the product back to the core values. Don't just sell a wetsuit; sell confidence, sustainability, and a love for the ocean.
• •Use Empowering & Inclusive Language: Speak directly to a community of women. Use words like "you," "we," and "our tribe." Showcase diversity in visuals and ensure the copy makes everyone feel seen and welcomed.
• •Balance "Hawaii" and "Japan": Consistently weave the "Born in Hawaii, Made in Japan" story into the narrative. Use "Hawaii" to evoke the spirit of aloha, community, and ocean lifestyle. Use "Japan" to signify quality, precision, craftsmanship, and advanced materials.
• •Be Transparent About Process: Embrace the handmade, made-to-order nature of the business. Frame the 3-6 week wait time not as a delay, but as a testament to the care, quality, and sustainable practice of not overproducing.
• •Highlight Sensory Details: Use descriptive words that evoke feeling. Phrases like "buttery soft," "second skin," "moves with you," and "comfort for long sessions" help the customer imagine the superior feel and performance of the product.

Social Perception

Perceived as a high-quality, boutique brand successfully merging style with function. Customers appreciate the flattering designs and custom sizing. Seen as a positive force in the surf community, promoting sustainability and female empowerment. The "Born in Hawaii, Made in Japan" identity conveys authenticity and quality craftsmanship.

Copy Examples

• •Confidence is your best accessory. Our Wisteria suit, made from buttery-soft Japanese jersey, is designed to fit you like a second skin. So you can focus on the waves, not on your wetsuit. #KiyahTribe #MadeInJapan
• •Why blend in? Your love for the ocean is vibrant, and your wetsuit should be too. Hand-crafted in Japan with unique patterns and eco-friendly materials. Find your perfect suit. #KiyahWetsuits #SustainableSurfing
• •Designed for warm days and cool breezes. This 2mm Long Jane offers core warmth with total freedom of movement for your arms. Made with our signature sustainable jersey and featuring a flattering, open-back design, it’s proof that function and style can ride the same wave.
• •A Wetsuit That Feels Like It Was Made For You. (Because It Was.) Explore our new custom-fit options and our commitment to a healthier ocean.
• •From our family to yours. Every Kiyah wetsuit is hand-sewn by expert artisans in Japan. It’s not the fastest way, but it’s the right way. #QualityCraftsmanship #ProtectOurOcean