Brand Tone

friendly, local, and aspirational

Brand Values

• •Community
• •Family
• •Quality and Comfort
• •Local Pride

Best Practices

• •Always Emphasize "Local": Continuously reference Papamoa, The Mount, and the Bay of Plenty. Use landmarks and local slang where appropriate to reinforce the brand's roots.
• •Use "We" and "Our" to Foster Community: Frame communications from the perspective of the "Beach Crew family." This inclusive language makes customers feel like they are part of the brand's community.
• •Tell Authentic Stories: Share the inspiration behind new designs, like the story of the Motiti Island logo. These narratives build a stronger connection with the audience than generic product descriptions.
• •Balance Lifestyle with Product: Showcase the clothing being used in real-life coastal scenarios. The focus should be on the feeling and lifestyle that the clothes enable, not just the items themselves.
• •Maintain a Friendly and Approachable Voice: Whether in social media comments or email newsletters, the tone should always be warm, personal, and welcoming. Avoid overly corporate or formal language.

Social Perception

The general perception is that of a genuine, community-focused brand that celebrates the local lifestyle.

Copy Examples

• •Making memories that smell like salt and sun. Our 100% cotton tees are made for days like these – soft, durable, and inspired by the Papamoa coast we call home. #PapamoaBeachCrew #FamilyAdventures #MadeInNZ
• •Wear the Vibe. Locally designed beachwear that captures the spirit of Papamoa and The Mount. Shop the collection.
• •Your new favourite tee is here. From the iconic view of Motiti Island to the majestic presence of The Mount, our designs are a tribute to the places we love. As a local, family-owned business, we pour our hearts into every piece. Find your style and represent our soul-soothing lifestyle with pride. Shop now for 20% off your first order with code WELCOME2PBC!
• •The Original Pap Crew Tee. Inspired by the view from Papamoa East Beach, this design is all about tranquil vibes and local pride. Made from 100% natural cotton for all-day comfort, whether you're hitting the waves or just kicking back. It’s more than a t-shirt; it’s a piece of our paradise.
• •A piece of Papamoa, just for you | New arrivals inside!