Brand Tone

Passionate, authentic, and reverent, speaking the language of a seasoned surfer with insider terminology. It is confident, respectful of the ocean's power and tradition, informal, and community-oriented, fostering a sense of belonging among core surfers.

Brand Values

• •Authenticity
• •Passion
• •Community
• •Respect
• •Durability

Best Practices

• •Consistently use authentic surf terminology where appropriate to build credibility and connect with the core audience.
• •Prioritize high-quality visual storytelling (photos and videos) that features powerful, moody, or challenging surf conditions, with copy complementing the visuals.
• •Foster a sense of community by using inclusive language like "we" and "you," positioning the brand as part of the customer's tribe.
• •Focus on the emotional and visceral experience of surfing, selling the feeling of commitment, respect, and passion rather than just product features.
• •Always maintain a reverent and awe-filled tone when writing about the ocean and the act of surfing to reinforce core brand values.

Social Perception

Perceived as a genuine and credible brand, particularly within the surfing community, and seen as an antidote to mass-market surf brands. Customers praise its quality and commitment to an authentic surf ethos, with its niche, 'insider' status viewed positively by its target audience.

Copy Examples

• •Built for the pre-dawn check and the post-session wind-down. Our classic hoodie is made from a heavyweight cotton blend that stands up to salty air and early mornings. It is not just a layer; it is a piece of gear. Because the search never stops.
• •Some see an empty lineup. We see an invitation. All respect to the ocean on days like these. #PitAndBarrel #TheSearch #RespectTheOcean
• •For the Committed. The ones who are out there when the crowds are gone. This is Pit + Barrel. This is for you.
• •Tired of surf brands that don't get it? So were we. Pit + Barrel was born from a love for the raw, untamed soul of surfing. Gear for real surfers. Discover the difference.
• •That Feeling When You Pull In | Inside: New Gear + Epic Swell