Brand Tone

Passionate & Enthusiastic, Authentic & Genuine, Eco-conscious & Responsible, Friendly & Inclusive, Adventurous & Performance-Oriented, Slightly Playful

Brand Values

• •Love for the Ocean
• •Sustainability & Environmental Responsibility
• •Quality & Performance
• •Community
• •Authenticity
• •Inclusivity

Best Practices

• •Always Circle Back to the Ocean: Whether it's the imagery, the language, or the product benefits, ensure the connection to the saltwater lifestyle is clear and central.
• •Highlight Sustainability Authentically: Don't just mention eco-friendly materials; explain the 'why' – the commitment to ocean conservation and 1% for the Planet. Make it a core part of the narrative.
• •Use Inclusive and Encouraging Language: Reflect the idea that 'Play Salty' is for everyone who loves the ocean. Use phrases that invite participation and sharing (e.g., 'Show us how you...', 'What's your story?').
• •Balance Performance with Passion: While detailing technical features (like UPF, HELIX HEM™), always infuse the copy with the genuine love and enthusiasm for the activities the apparel is designed for.
• •Maintain a 'Stay Salty My Friends' Vibe: Keep the overall tone positive, friendly, and slightly playful, aligning with the brand's tagline and universal appeal. Avoid the negative slang connotations of 'salty.'

Social Perception

Positive for Eco-Conscious Consumers, Appealing to Outdoor/Fishing Enthusiasts, Seen as Mission-Driven, Trustworthy (due to transparency)

Copy Examples

• •Headline: Gear Up, Give Back, and PLAY SALTY. Body: Our sustainable performance apparel isn't just made for the ocean, it's made to protect it. With every purchase, you join us in our commitment to 1% for the Planet. #PlaySalty #ProtectOurOceans
• •Headline: From Sunrise Casts to Sunset Cruises: Stay Comfortable, Stay Salty. Body: Engineered for long days on the water, our latest collection features UPF protection and our new HELIX HEM™ sleeves that stay put. Adventure awaits.
• •Headline: Join the Salty Crew. Body: It's more than just apparel, it's a love for the wild, a respect for the waves, and a shared passion for the saltwater lifestyle. Show us how you #PlaySalty!
• •Headline: Feel Good Fabric, Ocean-First Mission. Body: Crafted with REPREVE® recycled fibers, our gear helps you make a splash while reducing your footprint. Good for you, great for the planet.
• •Headline: Don't Just Live the Salt Life. PLAY SALTY. Body: For every angler, surfer, beachcomber, and ocean dreamer – our apparel is designed to keep up with your adventures. What's your salty story?