Brand Tone

aspirational, confident, and community-oriented

Brand Values

• •Protection & Safety
• •Quality & Performance
• •Family & Togetherness
• •Adventure & Passion for the Outdoors

Best Practices

• •Lead with the Lifestyle, Support with the Product: Start by evoking the feeling of adventure and freedom. Then, introduce the product as the key that enables that lifestyle. Frame the apparel not just as clothing, but as essential gear for living life to the fullest.
• •Always Circle Back to Protection: The core promise of UPF 50+ sun protection is your unique selling proposition. Ensure that this benefit is mentioned or clearly implied in almost all communications. It’s the rational reason customers will choose you.
• •Use "You" and "We" to Foster Connection: Speak directly to your audience using "you." Use "we" to refer to the brand, reinforcing the authentic, family-run identity. This creates a conversational and inclusive tone.
• •Amplify Your Community's Voice: Continue to prioritize user-generated content. When writing captions for UGC, celebrate the customer's moment. Make them the hero of the story. This builds brand loyalty and provides authentic social proof.
• •Balance Aspirational with a Confident Tone: Pair aspirational phrases ("Unforgettable days," "Live every moment") with confident, definitive statements about your product's performance ("Engineered to block 98% of rays," "Uncompromising UPF 50+ protection"). This combination inspires customers emotionally and reassures them rationally.

Social Perception

As a product, customers perceive the apparel as a high-quality, effective, and reliable solution for sun protection. As a brand, Radically Active is viewed as authentic, trustworthy, approachable, and customer-focused, specifically 'by enthusiasts, for enthusiasts.'

Copy Examples

• •Stay Out Longer. We’ve Got You Covered. The sun doesn’t quit. Neither should you. Our UPF 50+ performance hoodies are engineered to block 98% of harmful rays, so you can focus on the fish, the waves, or the adventure ahead. Radically Active, Radically Protected.
• •This is what it's all about. Epic catches and unforgettable days on the water. Thanks for sharing your adventure with the Radically Active family, [User Tag]! What’s the one catch you’ll never forget? Tell us below! #OutplayTheSun
• •Your Adventure. Your Protection. From the boat deck to the beach bonfire, live every moment to the fullest. Our gear is designed for a life lived outdoors, offering maximum comfort and certified sun protection for the whole family.
• •Built for the sun. Designed for you. When you're miles offshore, the last thing you need to worry about is your gear. We meticulously designed our performance wear with lightweight, moisture-wicking fabric that moves with you and breathes easy, all while providing uncompromising UPF 50+ protection. Feel the difference quality makes.
• •Born from Sunny Days and Family Adventures. We’re a family of outdoor lovers from South Florida. We couldn’t find sun protection that kept up with our active lifestyle, so we made our own. For our family, and for yours. Join us and make more memories outdoors.