Brand Tone

relaxed, friendly, aspirational, simple, direct, positive, casual, accessible, relatable, upbeat, and focused on enjoyment and comfort.

Brand Values

• •Relaxation and Leisure
• •Adventure and Outdoors
• •Comfort and Quality
• •Community and Connection
• •Family and Friendship

Best Practices

• •Always Use the "Breakaway, Relax, Chill" Filter: Before publishing any text, ask if it aligns with the core message of escaping, relaxing, and chilling. If it doesn't fit this ethos, rework it.
• •Maintain a Conversational and Friendly Tone: Write as if you're talking to a friend. Use contractions (e.g., "it's," "you'll") and positive, encouraging language. Avoid overly formal or corporate jargon.
• •Focus on the Feeling, Not Just the Feature: Instead of only saying a shirt is "100% cotton," describe the *feeling* it evokes: "The perfect soft tee for a lazy Sunday morning." Connect the product to the lifestyle.
• •Incorporate "Salt Monkey" Language: Consistently use brand-specific terms like "breakaway vibe," "chill out," "good vibes," and "the Salt Monkey way" to reinforce the brand's unique identity.
• •Encourage User Stories and Content: Actively ask your audience to share their "breakaway" moments and feature them. This not only provides social proof but also ensures the content and its tone remain authentic and community-focused.

Social Perception

largely positive, perceived as high quality and comfortable, embodies a coastal and relaxed lifestyle, resonates with consumers valuing comfort and a laid-back aesthetic, and has a clear, fun, and chill identity.

Copy Examples

• •Your official uniform for doing absolutely nothing. Our new Breakaway Hoodie is engineered for maximum chill. Soft, comfortable, and ready for that sea breeze. Tap to shop and start relaxing.
• •This summer, we're on a mission to relax. From sunrise on the coast to sunset by the fire, our new collection is made for every chill moment in between. Live the Salt Monkey life. #BreakawayRelaxChill
• •Permission to Breakaway: Your Weekend Starts Now
• •Leave the daily grind behind. This is your gear for the good life. Welcome to Salt Monkey.
• •Meet your new favorite tee. Made from 100% organic cotton, the Original Saltee is so soft you'll want one for every day of the week. It’s not just a shirt; it’s a mindset. #GoSaltee