Brand Tone

friendly, laid-back, and fun

Brand Values

• •Care
• •Protection & Safety
• •Quality Products
• •Community & Lifestyle
• •Fun & Positivity
• •Authenticity & Simplicity
• •Environmental Responsibility

Best Practices

• •Embrace the "Friendly Expert" Voice: Write as if you're talking to a friend – knowledgeable and trustworthy, but also warm, approachable, and never preachy. Use contractions and a conversational flow.
• •Keep it Light and Positive: Even when discussing serious topics like sun safety, maintain an optimistic and encouraging tone. Sun Bum uses humor and fun to engage, not fear.
• •Use Inclusive and Relatable Language: Speak to a broad audience that loves the outdoors and values a relaxed lifestyle. Avoid overly technical jargon. Share stories and scenarios that resonate with everyday life and adventures.
• •Visually Align: Ensure that the visuals accompanying your copy (images, videos, graphics) reflect the same laid-back, sunny, and community-focused aesthetic. The iconic ape mascot, "Sonny," and the distinct yellow and wood-grain branding contribute to this.
• •Live Your Values: Consistently weave in messages about caring for family, friends, the planet, and animals. Authenticity is key, so ensure your actions and product offerings back up these values, as seen in their reef-friendly formulas and community initiatives.

Social Perception

Customers and the public generally perceive Sun Bum positively as trusted & effective, pleasant scent & feel, having lifestyle appeal, ethical considerations, community engagement and a good place to work.

Copy Examples

• •Instagram Post (Image: Friends laughing on a beach at sunset): Chasing sunsets and good times, not sunburns. 🤙 Our Original SPF 30 has your back (and front, and shoulders...) so you can soak up every last ray of fun. #TrustTheBum #SunFun #BeachDays
• •Website Product Description (For a new Kids' Sunscreen): Little bums need big protection! Our new Kids' SPF 50 is gentle enough for their sensitive skin but tough enough for a full day of sandcastles and splashdowns. Made with love, vitamin E, and zero yucky stuff. Because caring for your groms is what we do. ☀️ #SunBumKids #SafeInTheSun
• •Email Subject Line (Promoting a sale): Hey Beach Bum! 👋 Stock Up & Stay Shady (Sale Inside!)
• •TikTok Video Script (Fast-paced montage of people applying sunscreen in various outdoor settings): (Upbeat, fun music) Voiceover: Hike? Yup. Surf? Duh. Picnic in the park? Obviously. Wherever your adventure takes you, don't forget the good stuff. Your skin will thank you later. 😉 #SunBumEveryday #AdventureProof #JustUseSunscreen
• •Facebook Ad (Targeting environmentally conscious consumers): Love the ocean? So do we. That's why our reef-friendly sunscreen is made with good-for-you ingredients that protect your skin AND our underwater playground. Dive in with confidence. 🐠💙 #ReefSafe #ProtectOurPlanet #SunBumCares