Brand Tone

Authentic & Passionate, Community-Oriented & Local, Knowledgeable & Service-Focused, Established & Classic, Casual & Approachable

Brand Values

• •Authenticity
• •Quality
• •Community
• •Customer Service
• •Heritage & Tradition
• •Passion for Boardriding

Best Practices

• •Always Circle Back to "Since 1982": Reinforce the heritage and established nature of the brand. This builds trust and authenticity.
• •Speak the Language of the Ride: Use terminology and a casual, enthusiastic tone that resonates with surfers, skaters, and skimboarders. Avoid overly corporate or generic language.
• •Emphasize Community and Local Connection: Regularly mention Laguna Beach, local spots (if appropriate), and the sense of belonging to the LSS family.
• •Show, Don't Just Tell, Your Passion: Let the excitement for the sports shine through in descriptions and calls to action. Convey that the brand is run by people who live and breathe boardriding.
• •Focus on Quality and Lived Experience: Highlight that "we use what we sell." This reinforces the commitment to quality products tested and approved by those who know.

Social Perception

Established Local Icon, Authentic Surf Hub, Community Supporter, Pop Culture Connection (Historical), Reliable & Trustworthy

Copy Examples

• •Headline: Laguna-Born. Wave-Tested. Since ’82. Body: For over four decades, Laguna Surf & Sport has been more than just a shop – it's the heart of Laguna's ride culture. We’ve seen tides change and styles evolve, but our commitment to quality gear and the pure stoke of boardriding remains. Gear up with those who live it. #LSSsince82 #LagunaSurfCulture
• •Headline: Your Session Starts Here. Your Community Awaits. Body: From seasoned locals to first-time wave riders, LSS is your home base. We don’t just sell the best surf, skate, and skim gear; we share the passion. Got questions? Need advice? Our crew has been riding these breaks since '82. Come in, say hi, and let’s get you ready for the water. #LagunaSurfAndSport #BoardridingLifestyle
• •Headline: The Classic Box Tee: Wear the Legacy. Body: Some things never go out of style. Our LSS Classic Box tee isn't just apparel; it's a piece of Laguna surf history. Crafted for comfort, designed to last, and representing decades of dedication to the ride. Get yours and carry the LSS spirit. #LSSClassics #Since1982
• •Headline: Beyond the Board: It’s a Laguna Thing. Body: Laguna Surf & Sport: Fueling surf, skate, and skim adventures in Laguna Beach since 1982. We’re proud to be part of this community, supporting local riders and sharing the stoke that makes our coast unique. We use what we sell, and we only use the best. #SupportLocalSurf #LSSCommunity
• •Headline: Still Carving Our Path, 40+ Years On. Body: The waves keep rolling, and so do we. Since 1982, Laguna Surf & Sport has been dedicated to providing the ultimate gear and local knowledge for your surf, skate, and skim pursuits. Experience the difference that decades of passion make. #RideWithLSS #LagunaHeritage