Brand Tone

Passionate & Enthusiastic, Expert & Knowledgeable, Authentic & Down-to-Earth, Bold & Confident, Community-Oriented

Brand Values

• •Performance & Quality
• •Innovation
• •Customer Satisfaction & Service
• •Authenticity & Passion for Water Sports
• •Community & Connection

Best Practices

• •Embrace the "Loco" Enthusiasm: Inject genuine passion and excitement into your language. Use active voice and vivid descriptions that convey the thrill of the sport. Don't be afraid of a slightly bolder, more energetic vocabulary (e.g., "epic," "unleash," "charge," "stoke").
• •Highlight Expertise, Subtly: While showcasing technical knowledge and innovation, avoid overly jargon-filled language unless speaking to a highly technical audience. Frame expertise through the lens of improving the rider's experience and performance. Reference the experience of Joe and the team.
• •Be Authentic and Relatable: Speak like a fellow water sports enthusiast. Share real stories, user experiences, and the brand's journey. Maintain the personal touch that customers seem to value.
• •Foster Community: Use inclusive language ("join the tribe," "we," "us"). Encourage interaction, feature user-generated content, and highlight the achievements of your team riders and everyday customers.
• •Maintain a Confident, Quality-Driven Voice: Consistently reinforce the premium quality, durability, and performance aspects of your products, but do so with a confident, not arrogant, tone. Back up claims with specifics (e.g., materials, design features, athlete endorsements).

Social Perception

Positive & Trusted, Knowledgeable & Credible, Boutique & Specialized, Good Value for Premium Products, Supportive of the SUP/Surf Community

Copy Examples

• •Headline: Stop Dreaming, Start Riding the Peak. Body: Tired of boards that hold you back? Loco Surfing delivers artisan-shaped SUPs and surfboards built for pure performance. Feel the difference experience makes. Unleash your inner loco. #RideLoco #PerformanceSUP
• •Headline: Built by Riders, For Riders. And Yeah, We Get a Little Loco About It. Body: We live for the water. That's why every Loco board is crafted with passion, cutting-edge tech, and a deep understanding of what makes a truly epic session. Joe and the team are always here to get you on the perfect ride. Let's chat! #LocoSurfing #CraftedForChampions
• •Headline: Not Just Another Board. It's a Loco. Body: Forget the hype. Our boards are proven performers, trusted by national champions and weekend warriors alike. Premium quality, insane durability, and that unmistakable Loco feel. Ready to upgrade your ride? #UKSUPSurf #PremiumPaddleboards
• •Headline: Your Next Adventure Starts Here. (Warning: May Cause Extreme Stoke). Body: From glassy glides to charging surf, Loco Surfing has the board to fuel your passion. We’re obsessed with quality and performance, so you can focus on making waves. Explore our range and join the Loco tribe. #SUPAdventure #FoilLife #LocoCommunity
• •Headline: Why Settle? Go Loco. Body: Experience the thrill of a board designed in the challenging conditions of Europe, not just a Maui dream. Unmatched performance, expert advice from Joe himself, and a community that shares your stoke. Discover the Loco difference. #StandUpPaddle #SurfUK #GetLoco