Brand Tone

Vibrant, Empowering, and Approachable

Brand Values

• •Quality & Comfort
• •Bold Self-Expression
• •Sustainability & Ethics
• •Versatility & Practicality
• •Community

Best Practices

• •Lead with a Feeling: Start with the feeling you want to evoke—confidence, energy, comfort. Use emotive and sensory words like "buttery-soft," "vibrant," and "empowering" to connect with the audience on an emotional level.
• •Emphasize the Dual Benefit: Always highlight both the aesthetic appeal (bold prints, flattering cuts) and the functional value (high-quality materials, reversible designs, comfort).
• •Keep it Aspirational but Attainable: Use language that inspires an active, joyful lifestyle but remains grounded and approachable. Avoid overly technical jargon and maintain a friendly, encouraging tone.
• •Weave in Your Values: Subtly reference your commitment to sustainability and ethical production where relevant (e.g., "conscious customers," "fashion that feels good and does good"). This reinforces the brand's integrity.
• •Let Your Community Speak: Incorporate user-generated content and customer testimonials into your marketing. Use their words and phrases ("obsessed," "favorite activewear ever") to ensure your copy reflects the authentic voice of your fans.

Social Perception

Salt and Ripple is perceived as a high-quality, stylish, and trustworthy brand. Customers see it as a go-to label for activewear and swimwear that is both beautiful and functional. The consistent positive reviews highlight a high level of customer satisfaction and loyalty. The brand is celebrated for its flattering cuts and exceptionally soft fabric, which are points of frequent praise. Its association with the Byron Bay lifestyle lends it an air of authentic, sun-kissed coolness. The focus on sustainability and ethical production further enhances its positive image among conscious consumers.

Copy Examples

• •Unleash your vibrant side. ✨ Our new collection just dropped, blending buttery-soft comfort with prints that are as bold and unique as you are. Ready to move, stretch, and shine? Tap to shop your new favorite set. #SaltAndRipple #LiveInColor #Activewear
• •Headline: Pack Less, Live More. Body: Your suitcase has a new best friend. Our reversible bikinis give you two stunning looks in one, crafted from durable, quick-dry fabric perfect for any adventure. From Byron Bay to the world, travel lighter and brighter. Shop the collection now for 10% off your first order. Call to Action: Shop Now
• •Why choose one vibe when you can have two? The Kai Bottoms are your ultimate summer companion. Flip between a wild leopard print and a classic black for effortless beach-to-bar style. Made with our signature buttery-soft fabric and a flattering high-cut design, they hug you in all the right places without ever digging in. Sustainable, stylish, and oh-so-comfortable.
• •Subject: Your rest day just got a major upgrade. Body: Hey [Name], you conquer the waves and smash your workouts. Now, it's time to relax in style. Introducing our new loungewear—so soft, you'll feel like you're wrapped in a cloud. Perfect for those moments of quiet and calm. Because you deserve to feel amazing, always. Explore the collection.
• •On-screen text: "Packing for vacation..." (Shows an overstuffed suitcase) "Then I remembered my Salt + Ripple bikini" (Shows the reversible feature) "Two bikinis in one! ✨" Caption: The ultimate travel hack! 😉 #SaltAndRipple #ReversibleBikini #TravelStyle #SustainableFashion