Brand Tone

Adventurous & Passionate, Authentic & Credible, Youthful & Energetic, Aspirational & Inspiring, Community-Oriented, Slightly Edgy & Confident

Brand Values

• •The Search
• •Innovation & Quality
• •Authenticity
• •Passion
• •Community
• •Adventure
• •Environmental Consciousness (Increasingly)

Best Practices

• •Embrace "The Search" Philosophy: Ensure this core concept is woven into messaging where appropriate. It’s not just a tagline; it’s the guiding spirit. Copy should inspire adventure, exploration, and the pursuit of surfing.
• •Speak the Surfer's Language (Authentically): Use terminology and references that resonate with the surfing community, but avoid forced slang. The language should feel natural and knowledgeable, reflecting a genuine understanding of surf culture.
• •Balance Performance with Lifestyle: Highlight the technical superiority of products (e.g., "Flashbomb lining," "Elasto-Stretch fabric") but always connect it back to the experience and lifestyle it enables (e.g., "stay warmer longer," "unrestricted movement for bigger turns").
• •Prioritize Visual Storytelling with Supporting Copy: Given the brand's visual nature, copy should complement and enhance the imagery. Keep it concise, impactful, and evocative, letting the visuals do the heavy lifting but using words to add depth, context, or a call to action.
• •Engage the Community: Use inclusive language ("we," "us," "your Search"). Ask questions, encourage user-generated content, and celebrate local Thai surf spots and surfers. This reinforces the community value and makes the brand feel more accessible and connected.

Social Perception

A leading, authentic surf brand, High-Quality & Reliable, Cool & Aspirational, Internationally Recognized, Supportive of the surf scene, Premium (Price Point)

Copy Examples

• •Headline (Product Focus - Wetsuit): Beyond the Break. Beyond Limits. Our latest [Wetsuit Model Name] – Engineered for The Search. #RipCurlThailand #TheSearch
• •Social Media Post (Lifestyle): Sunrise sessions and endless waves. This is what we live for. Where's The Search taking you this weekend? Tag your surf buddy! 🌊 #MadeForWaves #RipCurlThailand
• •Product Description (Boardshorts): From the Andaman barrels to casual beach days, our Mirage Boardshorts offer ultimate flexibility and classic surf style. Built for performance, designed for life. Live The Search.
• •Promotional Copy (Sale): Gear Up for Your Next Adventure. The Search for savings ends here. Score [X]% off selected surf essentials. Limited time only. #RipCurlSale #ThailandSurfing
• •Brand Story Snippet (About Us/Social Post): Born from a love for the ocean, driven by The Search. Rip Curl Thailand is more than just gear; it's a commitment to the ride, the culture, and the waves that connect us all. #Since1969 #TheUltimateSurfingCompany