Brand Tone

Authentic and Craft-Oriented, Nostalgic yet Modern, Playful and Kitsch, Unconventionally Scandinavian, Subculture-Inspired, Slightly Rebellious/Non-Conformist

Brand Values

• •Craftsmanship
• •Authenticity & Originality
• •Community
• •Nostalgia & Storytelling
• •Experimentation & Playfulness
• •Inclusivity
• •Quality

Best Practices

• •Embrace Imperfection and Authenticity: Use language that feels genuine and unpolished, reflecting the "lived-in" aesthetic of the clothes and the craft of surfboard shaping. Avoid overly corporate or slick marketing jargon.
• •Tell a Story, Don't Just Sell a Product: Weave in elements of nostalgia, craftsmanship, and the unique Stockholm perspective on surf culture. Hint at the inspirations behind designs.
• •Inject Playfulness and Understated Wit: Use humor subtly, as seen in their graphic slogans. The tone can be confident and slightly irreverent, challenging norms without being aggressive.
• •Highlight the "Unconventional Scandinavian" Angle: Acknowledge the brand's roots but emphasize its departure from stereotypical minimalism. Use descriptive language that evokes both a sense of place and a sense of rebellion against expectations.
• •Maintain a Consistent Voice Across All Channels: Whether it's a product description, a social media caption, or an "About Us" page, the core elements of the brand's tone – nostalgic, craft-oriented, playful, and authentically unconventional – should resonate.

Social Perception

Innovative & Unique, Fashion-Forward Surfwear, Authentic Niche Player, Critically Acclaimed, Breaking Stereotypes, Good Quality

Copy Examples

• •Headline: Stockholm Surfboard Club: Beyond the Break. Body: Born from Baltic waves and workshop sawdust. We craft gear for the ride, wherever it takes you. More than surfwear, it's a different current.
• •Product Description (e.g., for a graphic tee): Wear your weird. Our [T-Shirt Name] features a [describe graphic, e.g., retro-kitsch dolphin print] – a nod to sun-faded posters and the tales too good to be true. Crafted from [material, e.g., soft, organic cotton], because comfort shouldn't be a myth.
• •Social Media Post: Not your average Scandinavian. We trade minimalism for personality, clean lines for stories. New collection explores [mention a theme, e.g., 70s garage rock meets coastal grit]. Dive in. #StockholmSurfboardClub #SurfReimagined
• •Brand Bio Snippet: We started with shaping boards by hand in Stockholm – a city not known for its surf, but brimming with a different kind of wave. Stockholm Surfboard Club is that intersection: where raw surf culture meets unexpected design, inspired by everything from vintage album art to the beautifully worn-in.
• •Campaign Slogan: Ride Your Own Wave. Build Your Own Board. Wear Your Own Story.