Brand Tone

casual, adventurous, and authentic

Brand Values

• •Comfort
• •Freedom/Spirit of the Beach
• •Authenticity/Heritage
• •Sustainability/Environmental Responsibility
• •Inclusivity/Accessibility
• •Quality/Durability

Best Practices

• •Embrace the "Beach Freely" Mentality: Let this core mantra guide the feeling and message of all copy. It's about freedom, joy, and authentic experiences.
• •Prioritize Comfort in Your Language: Use words that evoke softness, support, and ease. Highlight how the products enable a comfortable and carefree lifestyle.
• •Speak Authentically and Casually: Avoid overly formal or corporate language. Write as if you're talking to a friend about a great day at the beach. Use relatable and down-to-earth phrasing.
• •Weave in Sustainability Naturally: When mentioning eco-friendly aspects, do so in a way that feels genuine and integrated into the brand's love for the beach and ocean, rather than a forced add-on.
• •Use Inclusive and Inviting Language: Reflect the brand's value of making the beach accessible to everyone. Ensure the tone welcomes a diverse audience to experience the Reef lifestyle.

Social Perception

Positive Association with Comfort and Beach Lifestyle: Customers overwhelmingly praise Reef sandals for their comfort and suitability for a beach-oriented lifestyle.

Copy Examples

• •Headline: "Untamed Comfort. Unmistakably Reef." Body: "From chasing waves to chasing sunsets, our sandals are built for your every adventure. Experience the freedom of the beach, wherever you roam. #BeachFreely"
• •Headline: "Sun-Drenched Days. Star-Lit Nights. Reef On Your Feet." Body: "Life's better in sandals that feel like an old friend from day one. Discover comfort that lasts as long as your favorite memories. Shop the new collection."
• •Headline: "Leave Only Footprints. (Really Comfortable Ones.)" Body: "We're committed to keeping our beaches beautiful and our sandals sustainable. Walk lighter on the planet with Reef. Learn more about our eco-friendly materials."
• •Headline: "Your Everyday Escape Starts Here." Body: "That feeling of sand between your toes and sun on your skin? We bottled it. Slip into Reef and carry the beach with you. #ReefLife"
• •Headline: "Built for the Journey. Designed for Comfort. Inspired by the Coast." Body: "Whether you're exploring new shores or your own backyard, do it in Reef. Adventure-ready, ridiculously comfortable. Find your perfect pair."