Brand Tone

Adventurous & Aspirational, Authentic & Core Surf, Community-Focused & Inclusive, Youthful & Energetic, Environmentally Conscious, Informal & Engaging

Brand Values

• •The Search
• •Community & Environment
• •Creativity & Innovation
• •Customers
• •Committed Crew
• •Honesty & Integrity
• •Passion for Surfing

Best Practices

• •Embrace 'The Search': Ensure this core philosophy is woven into all narratives, whether it's product descriptions, event promotions, or social media stories. It’s about the journey, discovery, and adventure.
• •Speak Authentically to Surfers: Use language that resonates with the surf community – knowledgeable, passionate, and a bit informal, but always respectful of the culture. Avoid overly corporate jargon.
• •Visually Reinforce Values: Pair copy with high-quality, dynamic imagery and videography that showcases adventure, pristine surf environments, community interaction, and product performance in action. The visuals on @ripcurl_indo are a good example.
• •Highlight Community and Environmental Stories: Regularly feature content about local surf communities, athlete achievements (especially Indonesian riders), and environmental initiatives. This reinforces values beyond just selling products.
• •Maintain Consistency Across All Channels: Whether it's a global campaign adapted for Indonesia or a local initiative, the core tone and values (adventure, authenticity, community, environment, innovation) should be consistently reflected on the website, social media, email marketing, and in-store experiences.

Social Perception

Authentic Surf Brand, High-Quality Products, Leader in Surf Events, Community & Environmental Contributor, Global Brand with Local Relevance, Aspirational Lifestyle

Copy Examples

• •Headline (Instagram Post for new boardshorts): 'Lost maps, found barrels. Our new Mirage boardshorts are built for The Search. Where will yours take you? #RipCurlIndonesia #TheSearch'
• •Body Copy (Facebook post about a local surf event): 'The spirit of surfing thrives here. Huge thanks to everyone who came out to the Padang Padang trials, showcasing incredible local talent! The Search continues with these legends leading the charge. #RipCurlCup #BaliSurf #Community'
• •Product Description (Website, for a wetsuit): 'Engineered for ultimate warmth and flexibility, the Flashbomb [Wetsuit Model] lets you chase that extra wave, even when the chill sets in. Innovation for your Search. #MadeForWaves #RipCurlTech'
• •Email Subject Line (Promoting a sustainability initiative): 'Protect Our Playgrounds: Join Us for the Mangrove Clean-Up!'
• •Short Ad Copy (Targeting young surfers): 'Your Search Starts Now. Gear up, get out, and discover your wave. Rip Curl GromSearch - find your fire. #FutureLegends #GromSearch'