Brand Tone

Authentic, Passionate, Community-Oriented, Local, Down-to-Earth, Approachable, Conscious, Responsible, Adventurous, Outdoorsy

Brand Values

• •Quality
• •Environmental Stewardship
• •Community
• •Authenticity & Uniqueness
• •Love for Coastal Lifestyle

Best Practices

• •Stay True to Your Roots: Always circle back to the core story and values – the love for the coast, community, and environmental responsibility. Let this passion shine through in your wording.
• •Use Authentic, Relatable Language: Avoid overly corporate or generic marketing speak. Keep the tone down-to-earth, friendly, and genuine, as if talking to a friend who shares the same coastal passions. Phrases like "best damn products" from their "About Us" page set a good example.
• •Highlight "The Why": Consistently weave in the brand's commitment to quality, environmental action (like beach cleanups), and community support. This reinforces the purpose beyond just selling clothes.
• •Evoke the Coastal Lifestyle: Use sensory language and imagery that transports the reader to the Northeast coast. Mention specific activities like surfing, fishing, or simply enjoying the outdoors.
• •Be Consistent Across All Touchpoints: Ensure that the website copy, product descriptions, any (future) social media posts, email marketing, and even customer service interactions all reflect the same authentic, passionate, and community-focused voice.

Social Perception

A small, local business with a genuine commitment to its community and environmental causes. Customers likely appreciate the connection to the coastal lifestyle and the quality of the apparel.

Copy Examples

• •Headline: Rooted in the Coast. Crafted for Living Outside. Body: From early morning surf checks to evenings by the water, North Swell gear is made with the highest quality materials, inspired by the rugged spirit of the Northeast. Wear the coast. Support our shores. Call to Action: Shop Collection | Learn About Our Cleanups
• •Headline: More Than Apparel. It's a Commitment. Body: We started North Swell out of a love for the ocean and a desire to protect it. Every hat, tee, and sweatshirt you buy helps fund beach cleanups and preserve the coastline we call home. Quality gear, clean shores. Call to Action: Join the Movement
• •Headline: Your Everyday Adventure Starts Here. Body: Inspired by the salt, sand, and community of Mystic, CT. Our apparel is designed for comfort, durability, and that feeling of being connected to the water, wherever you are. Live the North Swell life. Call to Action: Discover Mystic's Own
• •Headline: Fresh Gear, Clear Conscience. Body: We believe in doing things our own way – that means top-notch products that also give back. Rock your North Swell gear knowing you’re supporting a cleaner coastline with every purchase. Call to Action: Shop Sustainable Style
• •Headline: From Our Shore to Your Door. Body: Born on the Northeast coast, North Swell brings you apparel that’s as authentic as the tides. High-quality, thoughtfully designed, and always ready for what the day brings. Feel the difference. Call to Action: Explore New Arrivals