Brand Tone

Authentic & Passionate, Rugged & Adventurous, Hard-Working & Unpretentious, Community-Oriented, Slightly Edgy & Rebellious

Brand Values

• •Love and Respect for the Ocean
• •Authenticity
• •Hard Work & Perseverance
• •Adventure & Exploration
• •Community & Camaraderie
• •Finding Refuge
• •Quality & Durability
• •Salvaging A Lifestyle for Tomorrow's Youth (S-A-L-T-Y)

Best Practices

• •Speak the Language of the Sea: Use authentic terminology and slang relevant to surfing, fishing, and boating in Australia, but keep it understandable. Avoid overly technical jargon unless addressing a very specific audience.
• •Emphasize "The Why": Connect products to the core values – adventure, hard work, finding refuge, community. It's not just a shirt; it's a tool for a cherished lifestyle.
• •Show, Don't Just Tell: Use vivid descriptions and storytelling that paint a picture of the "salty" experience. Let imagery (even in text) reflect the rugged beauty and action of the ocean.
• •Be Inclusive of "The Crew": Address the audience as part of a community. Use "we," "us," and "your." Encourage user-generated content and interaction.
• •Maintain Authenticity Above All: The voice should always feel genuine and grounded in real ocean experiences. Avoid hype or overly polished marketing-speak, which can undermine credibility with this audience.

Social Perception

For the Dedicated Watermen, Authentic & Credible, High-Quality Gear, Lifestyle Emblem, Growing Popularity, Environmental Consciousness (Emerging)

Copy Examples

• •Headline: Tide's Out. Adventure's In. Body: From the Reef to the Cape, real Aussie watermen know the call of the sea. Our gear's built tough for whatever the Southern Ocean throws your way. Shop the new collection. #SaltyCrewAUS #FindRefugeInTheSea
• •Headline: Earn Your Salt. Body: Early starts. Choppy seas. The big fight. This is what we live for. Salty Crew gear – made for the hard yards, from dawn patrol to the long haul back. True grit, Aussie style. [Product Link]
• •Headline: More Than A Label. It's A Lifestyle. Body: Join the Crew. For those who live by the tides and chase the horizon. Tag your Aussie ocean adventures with #SaltyCrewAustralia – show us how you find refuge.
• •Headline: Sun Up. Lines Out. Body: Built for the Aussie angler. Our new Sun Protection Tech Tee offers UPF 50+ and breathable comfort, whether you're chasing Barra up north or Tuna down south. Gear up and get out there.
• •Headline: The Ocean's Calling. (And We've Got The Gear To Answer.) Body: Don't just dream about it. Live it. Salty Crew – Find Refuge in the Sea. Explore durable apparel for your next Aussie escape.