Brand Tone

Aspirational, casual, and environmentally conscious; positive, encouraging, direct, and simple, reflecting surf culture and inspiring community action.

Brand Values

• •Environmental Responsibility
• •Community and Connection
• •Passion and Self-Expression
• •Quality and Durability

Best Practices

• •Always connect the product back to the core mission, making the "one pound of plastic" promise central to all messaging.
• •Use aspirational and action-oriented language with words like "join," "create," "change," "inspire," and "discover" to encourage action and build a movement.
• •Maintain a casual, authentic voice that feels like it's from a fellow beach lover; keep sentences clear, direct, and positive, avoiding overly formal or technical jargon.
• •Ensure all imagery aligns with the brand's values, featuring vibrant, natural, active outdoor settings, especially the ocean and beaches, to visually support the inspiring copy.
• •Actively encourage user-generated content with hashtags like #SpreadTheStoke and feature customer photos and stories to reinforce the sense of a shared community and mission, building social proof.

Social Perception

Positive, authentic to its surf-culture roots, and highly valued for its environmental mission and product quality. The "1 bracelet = 1 pound" promise resonates strongly with socially conscious consumers, fostering a sense of direct impact and contribution.

Copy Examples

• •Wear the wave of change. Every bracelet cleans one pound of plastic from our oceans. Which color are you rocking today? #StokeBracelets #SpreadTheStoke #OceanConservation
• •More Than a Bracelet. It's a Movement. Join a community of ocean lovers dedicated to turning the tide on plastic pollution. Our handcrafted, waterproof bracelets are a symbol of your commitment. For every bracelet you buy, we pull a pound of plastic. Shop now and make an impact.
• •Product: The "Ocean Blue" Braided Bracelet. Inspired by the deep blue, built for your adventures. Our Ocean Blue bracelet isn't just a stylish accessory—it's your pact with the planet. Handcrafted to be as durable and resilient as your love for the sea, it's 100% waterproof and fully adjustable. And the best part? It represents a pound of plastic removed from the water. Go ahead, dive in.
• •One bracelet. One pound of plastic gone. It's that simple. Look good, do good. #StokeBracelets #CleanOceans
• •Subject: Your Style Can Save Our Seas. Hi [Customer Name], At Stoke Bracelets, we believe that small actions create big waves of change. Every handcrafted bracelet you wear is a statement of your passion for the ocean and a promise for its future. See our new collection and continue to help us pull pounds of plastic from the sea. Together, we can #SpreadTheStoke. [Shop Now Button]