Brand Tone

authentic, passionate, adventurous, inspiring, community-oriented, respectful of nature, and quietly confident.

Brand Values

• •Community
• •Authenticity
• •Adventure
• •Sustainability
• •Passion

Best Practices

• •Speak from the "We": Use collective pronouns like "we" and "us" to reinforce the sense of community and shared passion. This makes the brand feel like a collective of surfers, not a corporation.
• •Embrace the Elements: Use sensory language that evokes the cold, the wind, and the raw nature of the Scandinavian coast. Do not shy away from the challenging aspects of the sport; celebrate them.
• •Prioritize Storytelling over Selling: Frame products as a natural extension of the lifestyle and the stories you tell. The apparel is what you wear on the adventure, not the reason for it.
• •Engage with Genuine Curiosity: Ask questions in your social media captions that spark conversation about personal experiences, favorite spots, and the feeling of surfing, rather than just about the products.
• •Be Transparent About Sustainability: Consistently and proudly mention the made-to-order process as a conscious choice for sustainability. This reinforces a core value and manages customer expectations regarding shipping times.

Social Perception

Positive, authentic, and credible within the cold-water surfing community. Perceived as a unique community hub and passion project, fostering strong audience connection.

Copy Examples

• •The Quiet Roar. Some chase the sun. We chase the swell. Embrace the silence of the north. #ScandiSurfers #ColdWaterSoul
• •Your Post-Surf Armor. Woven from organic cotton, this hoodie is your shield against the North Sea chill. It’s the feeling of warmth after the exhilarating cold. Made to order, because the best things are worth the wait.
• •Inside the Latest Northern Swell | Stories from the Coast
• •More Than Apparel. It's a Statement. You do not just wear Scandisurfers. You wear the story of every icy wave, every pre-dawn trek, and every shared moment of triumph. This is for the cold-water dedicated. Find your fit.
• •That feeling when the cold is just a detail. 🥶 #surfsverige #coldwatersurfing #scandistyle