Brand Tone

authentic, passionate, and connected to the core surf culture. It's also aspirational

Brand Values

• •Authenticity & Heritage: Deep roots in surf culture and surfboard shaping since 1985.
• •Quality & Performance: Commitment to high-quality surfboards and apparel designed for surfers.
• •Passion for Surfing: A genuine love for the sport and the lifestyle it represents.
• •Innovation: Continuously evolving with surf technology and trends while staying true to its core.
• •Community/Lifestyle ("OUR KIND"): Fostering a connection with surfers and the broader surf community through its team riders and brand messaging.

Best Practices

• •Immerse in Surf Culture: Use authentic surf terminology and references that resonate with the target audience. Avoid overly corporate or generic language.
• •Highlight Heritage and Expertise: Regularly remind the audience of Rusty's long-standing history in surfboard shaping and its founder's passion. This builds credibility and authenticity.
• •Focus on the "Why": Communicate the passion for surfing and the lifestyle, not just product features. Connect with the emotional aspects of the sport.
• •Show, Don't Just Tell: Utilize high-quality imagery and videos of surfing, surfers, and the ocean environment to reinforce the brand's identity and values.
• •Maintain Authenticity: Ensure that all communication, from product descriptions to social media posts, reflects a genuine understanding and love for surfing. Avoid trends that don't align with the core brand.

Social Perception

core surf brand with a strong heritage and a reputation for quality, particularly in surfboard design. It's associated with professional surfing and a lifestyle dedicated to the ocean. The brand aims to be seen as avant-garde while maintaining its original identity focused on the surfer. Globally, Rusty is recognized as a significant international surf brand.

Copy Examples

• •Headline: Ride the Legacy. Feel the Ocean. This is Rusty. Body: Born from the shaping bay, built for the barrel. Rusty isn't just a brand, it's a lifetime dedicated to the pursuit of the perfect wave. #OURKIND
• •Headline: Engineered for the Unrelenting. Body: From thrashing whitewater to glassy perfection, our latest collection is crafted with the same passion and precision Rusty Preisendorfer poured into his first board. Surf further, surf harder.
• •Headline: Beyond the Board. It's a Way of Life. Body: The sun on your face, the salt in your hair, the endless horizon. Rusty Brasil is for those who live by the tides. Explore apparel that moves with you.
• •Headline: The R Dot: A Mark of True Surf Heritage. Body: For decades, the R Dot has symbolized innovation and a deep connection to the surf. Join a global community that shares your passion. What does your kind of surfing look like?
• •Headline: Feel the Difference. Ride with Confidence. Body: Precision-shaped boards and apparel tested by the best. When performance matters, trust Rusty. Discover the gear that will elevate your session.