Brand Tone

Nostalgic, Relaxed, and Authentic; evoking 1970s California surf culture. The language is casual, accessible, and aspirational, focusing on freedom and a laid-back beach lifestyle, consistently cheerful and energetic.

Brand Values

• •Heritage and Authenticity
• •Surf Culture as a Lifestyle
• •Accessibility and Inclusivity
• •Quality and Craftsmanship
• •Connection to Nature

Best Practices

• •Anchor in Authenticity: Always lead with the brand's heritage. Use phrases like "Since 1972," "The original," and "Timeless" to reinforce its status as a pioneer in surf lifestyle apparel.
• •Speak the Language of Lifestyle: Focus on selling the feeling, not just the product. Use sensory and evocative language related to the beach experience (e.g., "sun-drenched," "salty air," "ocean breeze," "golden hour"). The goal is to make customers feel the brand's relaxed spirit.
• •Bridge Nostalgia with Modernity: While celebrating the past, ensure the copy feels fresh. Pair vintage-inspired visuals with modern-day language. Acknowledge the "retro" appeal for younger audiences while honoring the "classic" status for the original customer base.
• •Maintain a Casual and Positive Voice: Keep the tone light, friendly, and optimistic. Use simple, direct sentences. The copy should be as approachable and easy-going as the clothing itself.
• •Create a "Unified Family" Narrative: In product descriptions and campaigns, consistently show how OP fits into the lives of men, women, and kids. Use inclusive language that positions the brand as the choice for shared experiences, from beach days to backyard barbecues.

Social Perception

Recognized as a classic, reputable surf brand, evoking nostalgia for older customers and seen as stylish/vintage-cool by younger ones. There's a concern it could be perceived as 'outdated,' but it is reliable for casual and beachwear, and perceived as modernizing its designs.

Copy Examples

• •The Original California Cool. Since 1972. We made them first. We still make them best. Our signature corduroy shorts are back, blending timeless style with Japanese craftsmanship. Feel the sun-faded softness of an icon.
• •Your Endless Summer Starts Now. Salty hair, sunny days, and that perfect tee. Our new collection is made for moments you'll remember long after the tide goes out. Live the OP life. #OceanPacific #EndlessSummer #BeachLifestyle
• •From Their First Splash to Your Next Adventure. Matching rash guards, comfy hoodies, and gear for the whole crew. Ocean Pacific is made for making memories. Pack the sun and let's go.
• •Wear the Weekend. Instantly soft, perfectly faded, and full of West Coast spirit. Our graphic tees are your official uniform for laid-back days and good times.
• •Still Thinking About It? The sun is calling. Don't let your new favorite tee get away. Complete your order and bring the beach vibe home.