Brand Tone

Adventurous, rebellious, and authentic. Direct, energetic, often uses Spanglish, rugged, and raw, selling a feeling of freedom and passion without polished corporate language.

Brand Values

• •Freedom
• •Adventure
• •Authenticity
• •Brotherhood and Community
• •Connection to Nature

Best Practices

• •Embrace the Origin Story: Always tie the brand back to the legendary Scorpion Bay. Use storytelling elements like Baja, the desert, the journey, and the surf to give products a deeper meaning.
• •Speak the Language: Maintain the adventurous and slightly rebellious tone. Incorporate "Spanglish" and brand-specific slogans like "Out There We Belong" to reinforce the unique brand identity.
• •Connect Product to Lifestyle: Frame products not as items, but as gear for a life of adventure. A jacket isn't just for warmth; it's for late-night beach fires. A t-shirt isn't just a garment; it's a statement of freedom.
• •Use Authentic Visuals: Prioritize gritty, in-the-moment photography and video over sterile studio shots. Content should feel real, capturing the energy of the surf, skate, and road-trip culture.
• •Address the Sustainability Gap: Develop and communicate a clear sustainability and transparency plan. For a brand built on love for the "pure protected environment" of Baja, demonstrating a commitment to protecting the planet is crucial for long-term credibility and social perception.

Social Perception

Perceived as an iconic, legitimate surf lifestyle brand with a rich history and '90s nostalgic appeal, blending rebellious Californian style with Italian quality. However, it faces criticism for lack of transparency in environmental and labor practices, leading to a 'We Avoid' rating on sustainability platforms, which conflicts with its nature-connected identity.

Copy Examples

• •The sun dips, the crowd fades, the ocean speaks. This is where you find yourself. This is where you're Free To Be. #ScorpionBay #OutOfOffice
• •BORN IN BAJA. CRAFTED IN ITALY. Our new collection is for the restless, the rule-breakers, and the road-trippers. Burn your maps. Find your coast. Shop Now.
• •Locked down? Your next adventure is inside.
• •This isn't just a t-shirt; it's a piece of the legend. Made from 100% premium cotton with graphics inspired by the sun-scorched stories of the Baja coast. Wear it until it tells its own story.
• •Some people look for a perfect wave. Others just look for a way out. The Scorpion Bay brotherhood is for anyone who refuses to sit still. Join the journey. #FreeToBe