Brand Tone

energetic, authentic, and aspirational. It's also youthful, adventurous, and connected to nature (specifically the ocean and surf culture). The language used in their social media and website is generally direct, and performance-oriented when discussing product features, but also evokes a sense of freedom and style.

Brand Values

• •Heritage and Authenticity: Stemming from its 1970s surf culture roots and founder Terry Fitzgerald.
• •Performance and Quality: Emphasis on high-quality materials (e.g., Polytech®, 100% UV protection lenses) and design for functionality, especially in their eyewear and surf gear.
• •Innovation: Pioneering designs in surfboards and bodyboards, and using advanced materials in eyewear.
• •Style and Design: Creating products with strong personality and modern aesthetics.
• •Connection to Surf/Action Sports Culture: Supporting athletes, events, and the lifestyle.
• •Sustainability: Mentioned in relation to HB Brazil's sunglass manufacturing.
• •Freedom and Adventure: Core to the surfing spirit that the brand embodies.

Best Practices

• •Embrace the "Surf-Inspired Freedom" Voice: Consistently use language that evokes energy, adventure, and a connection to the outdoors. Use active verbs and vibrant descriptions.
• •Highlight Authenticity and Heritage: Weave in the brand's long history and connection to surf culture. Mentioning its Australian roots and founder Terry Fitzgerald can add credibility.
• •Focus on Quality and Performance, Simply Stated: When describing product features, be clear and direct about the benefits (e.g., "extreme lightness, flexibility, and durability" for Polytech®). Avoid overly technical jargon unless explaining a specific innovation.
• •Speak to Aspirations: Connect the products to the desired lifestyle of the target audience – one of adventure, style, and a passion for action sports. Use visuals and words that inspire.
• •Maintain a Brazilian Connection (for HB Brasil): While honoring the Australian heritage, tailor messaging to resonate with the Brazilian audience by showcasing local scenes, athletes, and cultural nuances where appropriate, as seen on their social media.

Social Perception

HB Brasil is generally perceived positively by its target audience as a brand that offers stylish and quality eyewear and apparel connected to the surf and action sports lifestyle. It's seen as a reputable brand with a strong heritage in the surf world. The association with Brazilian athletes and the local surf scene likely enhances its relevance and appeal within Brazil. Brazilians are highly active on social media and engage with brands, particularly those reflecting aspirational lifestyles.

Copy Examples

• •HB Eyewear: See the Adventure. Live the Legend. Born from the surf, built for your journey. Our latest collection combines 50 years of Aussie grit with cutting-edge Polytech® frames and crystal-clear UV protection. Grab your pair and chase the horizon.
• •Ride the wave of life. Our new [Apparel Item] is crafted for comfort and style, whether you're hitting the beach or the streets. Authentic HB spirit, designed in Brazil. #HBBrasil #SurfStyle #AdventureReady
• •More than a brand, it's a Hot Buttered feeling. Fuel your passion with gear that’s as authentic as you are. From legendary boards to iconic shades, experience the HB legacy. Shop now: [Link to hb.com.br]
• •Engineered for the extreme, designed for clarity. HB Performance sunglasses feature ultra-lightweight frames, superior grip, and advanced lens technology. Conquer your next challenge with vision that never quits. #HBPerformance #BuiltToLast
• •Since '71, we've been shaping more than just boards. We've been shaping a culture of freedom and adventure. Discover the soul of Hot Buttered. [Link to About Us page]