Brand Tone

Authentic & Passionate, Conscious & Responsible, Down-to-Earth & Approachable, Nature-Inspired & Calm, Minimalist & Timeless

Brand Values

• •Sustainability
• •Ocean Protection & Conservation
• •Quality & Durability
• •Fairness & Transparency
• •Community & Connection
• •Simplicity & Focus on the Essential

Best Practices

• •Always Circle Back to Core Values: Ensure every piece of copy, whether short or long, subtly reflects SALZWASSER's commitment to sustainability, ocean protection, quality, and community.
• •Use Authentic, Relatable Language: Speak like a passionate friend who loves the ocean and cares about the planet. Avoid overly technical jargon or corporate speak. Keep it genuine and down-to-earth.
• •Emphasize Durability and Timelessness: Position products not as fast fashion items but as long-term companions for adventures, aligning with the "focus on the essential" ethos.
• •Integrate Storytelling: Share the "why" behind the brand – the connection to surfing, the importance of marine conservation, the journey towards sustainable practices. Make it personal and inspiring.
• •Maintain Visual and Textual Cohesion: Ensure the tone of the copy aligns with the brand's visual identity (natural, clean, authentic). The words and images should work together to tell the same story.

Social Perception

SALZWASSER is highly regarded as a genuinely sustainable and ethical brand, perceived as trustworthy and transparent, with a clear commitment to their values that goes beyond marketing. Customers value the high quality of the clothing, viewing the price as justified. The brand's dedication to ocean conservation is a significant factor in its positive perception.

Copy Examples

• •Instagram Post (Image: Surfer watching the sunset): "Chasing the last light, connected to the pulse of the ocean. Our gear is made for these moments – timeless, durable, and kind to the sea that inspires us all. #Salzwasser #SustainableSeawear #FocusOnTheEssential"
• •Product Description (for a new organic cotton hoodie): "Meet your new coastal companion. Crafted from the softest GOTS-certified organic cotton, this hoodie is built for breezy evenings by the shore and crisp city mornings alike. Simple, sustainable, and designed to last, just like your love for the wild. Wear the change, feel the ocean. #SalzwasserStyle #FairFashion"
• •Facebook Update (announcing a beach cleanup participation): "This weekend, we're swapping screens for sands and joining the local crew for a beach cleanup! Protecting our playground is at the heart of what we do. Every piece of SALZWASSER gear you own supports our mission to keep our oceans thriving. Join us or find a cleanup near you! #OceanLove #SalzwasserCommunity #ProtectWhatYouLove"
• •Email Newsletter Snippet (introducing a new recycled material product): "More waves, less waste. We're stoked to introduce our latest [Product Name], made with innovative recycled materials. Because every choice matters when it comes to safeguarding our seas. Dive into conscious style that feels good, inside and out. #RecycledWithLove #SalzwasserJourney"
• •Website "About Us" Section Snippet: "Born from the North Sea winds and a shared passion for the raw beauty of the coast, SALZWASSER is more than just clothing. It's a mindset. We believe in gear that endures, practices that protect, and a community united by the call of the ocean. Every stitch tells a story of sustainability and a deep respect for nature. #RideTheTideSustainably"