Brand Tone

aspirational, technical, and reverent

Brand Values

• •Performance and Innovation
• •Safety
• •Connection with Nature
• •Sustainability and Ocean Advocacy
• •Community

Best Practices

• •Lead with "Chasing Epic": Use this brand essence as a guiding star for all content. Every post, ad, or description should tie back to the idea of pursuing personal achievement and profound experiences in nature.
• •Balance Aspiration with Technical Detail: Pair inspiring, evocative imagery and language with concrete product facts. For example, show a stunning photo of a misty morning surf, and in the caption, explain precisely how the wetsuit's technology makes that session comfortable and safe. This grounds the dream in tangible quality.
• •Speak with Reverence for the Ocean: Always portray the ocean as a powerful, beautiful, and respected entity. Avoid language that suggests "conquering" or "taming" it. Instead, use words like "connecting," "understanding," "immersing," and "respecting."
• •Incorporate the Voice of the Community: Feature user-generated content, athlete testimonials, and stories from everyday swimmers and surfers. This reinforces the community value and shows the brand promise in action, as perceived by real people.
• •Be Transparent About Sustainability: When discussing eco-friendly practices, be specific. Instead of just saying "sustainable," say "made with certified plant-based Bio-Clear Resin" or "using recyclable EPS foam from local partners." This builds credibility and reinforces the brand's commitment to being true Ocean Advocates.

Social Perception

Orca is perceived as an established and respected leader in triathlon and open-water swimming gear, known for high-end, innovative, and quality products, albeit at a higher price point. In the surf market, it is an emerging brand leveraging its wetsuit expertise. There's also a potential for brand confusion due to other companies using the 'Orca' name.

Copy Examples

• •Beyond the Break. Some sessions are more than just waves. They're the quiet moments, the saltwater on your lips, the feeling of being exactly where you need to be. Our new Tango 4:3 wetsuit is engineered for these moments. With Thermal X lining and maximum elasticity, it micro-seconds the confidence you need to chase your own kind of epic. #ChasingEpic #OrcaSurf
• •Unrestricted Performance. Unrivaled Connection. Feel every movement, every turn. The Tango 3:2 isn't just a wetsuit; it's a second skin built for the rhythm of the ocean. Made with premium Yamamoto neoprene, its ergonomic design offers unparalleled flexibility, letting you connect with the wave, not your gear.
• •Protect Your Playground. The ocean is our home, our escape, our challenge. That's why our latest surf line is built with Bio-Clear Resin and recycled materials. High performance for you, low impact on the planet we all share. Learn more about our commitment to sustainability.
• •We are born from the water. Inspired by its power, humbled by its force. We are a community of athletes, explorers, and dreamers united by one belief: the most important challenge is challenging yourself. It’s not about the podium; it’s about the pursuit. This is Orca. This is #ChasingEpic.
• •Confidence in Any Condition. The ocean is unpredictable. Your gear shouldn't be. At Orca, safety is the foundation of performance. From high-visibility panels to seams that withstand the most demanding sessions, we build our products so you can push your limits with complete trust. Dive in, protected.