Brand Tone

Authentic & Passionate, Curated & Discerning, Community-Focused & Welcoming, Understatedly Stylish & "Surf Chic", Mindful & Conscious, Knowledgeable & Service-Oriented

Brand Values

• •Authenticity
• •Craftsmanship
• •Community
• •Curation & Quality
• •Experience
• •Passion for Surfing
• •Innovation & Alternative Approaches
• •Conscious Consumption

Best Practices

• •Speak from Passion, Not Just Product: Focus on the feeling, the experience, and the culture of surfing, rather than just specs and features. Let the genuine love for the sport shine through.
• •Embrace Authenticity & Rawness: Avoid overly corporate or slick marketing language. Use straightforward, honest, and slightly informal language that feels personal and direct.
• •Highlight Craftsmanship & Curation: When talking about products, emphasize their unique qualities, the story behind them (e.g., the shaper, the design philosophy), and why they were chosen for Magic Quiver.
• •Foster Community & Connection: Use inclusive language ("we," "us," "your"). Invite interaction and make people feel like they are part of the Magic Quiver family. Frame the shop as a gathering place.
• •Stay True to "Conscious Consumption": Subtly weave in the values of mindfulness, quality over quantity, and appreciating the simple, profound joys of surfing and the coastal lifestyle. Avoid hype and aggressive sales tactics.

Social Perception

A Core Surf Destination, More Than Just a Shop, Stylish & Authentic, Dedicated & Passionate, A Platform for Craft

Copy Examples

• •Instagram Post (Image: A uniquely shaped, hand-crafted surfboard): "Beyond the factory gloss. We believe a board carries the shaper's spirit, the ocean's whisper. Discover tools for the true ride, curated for the soul surfer. This is Magic Quiver. #MagicQuiver #HandShaped #EriceiraSurf"
• •Website 'About Us' Snippet: "Magic Quiver isn't just a store; it's a mindset. We explore surfing's raw, unfiltered edge, where the ride itself is the ultimate expression. We champion handcrafted quality, conscious choices, and the vibrant community that gathers where the land meets the waves. Find your frequency here."
• •Email Newsletter Teaser (Subject: Fresh Swells & Fresh Brews at MQ): "The Atlantic's calling, and so is the aroma of freshly ground coffee at Black Magic. Swing by the Quiver this week – check out new arrivals from [Shaper's Name], share a wave story, and soak in the Ericeira vibe. More than a shop, it's your surf sanctuary."
• •Product Description (for a curated apparel item): "Crafted for coastal days and evenings spent sharing tales of the sea. This [Item Name] embodies the Magic Quiver ethos: understated style, enduring quality, and a nod to the authentic surf life. Because what you wear should feel as good as that perfect, uncrowded wave. Consume wisely, live fully."
• •Social Media Story (Series of short clips: Local surfer grabbing a coffee at Black Magic, checking the waves, then paddling out): Text Overlay 1: "The Ritual." Text Overlay 2: "Fuel. Forecast. Flow." Text Overlay 3: "Magic Quiver: Your Ericeira Sessions Start Here. #SurfCulture #Ericeira #MagicQuiverLife"