Brand Tone

Passionate & Enthusiastic, Authentic & Genuine, Adventurous & Aspirational, Community-Focused & Welcoming, Knowledgeable & Expert, Friendly & Approachable

Brand Values

• •Passion for Surfing
• •Authenticity
• •Quality
• •Community
• •Adventure & Exploration
• •Expertise & Guidance

Best Practices

• •Immerse in the Lifestyle: Always write from the perspective of someone who genuinely loves and understands surfing. Use authentic surf terminology where appropriate, but ensure it's accessible or explained if targeting a broader audience segment.
• •Prioritize Passion & Enthusiasm: Let the excitement for surfing and its adventures shine through in every piece of content. Avoid overly corporate or dry language.
• •Speak to the Community: Address your audience as fellow surfers or aspiring surfers. Foster a sense of inclusivity and shared experience. Use "we," "us," and "your tribe" to build connection.
• •Balance Aspiration with Attainability: While showcasing epic waves and dream destinations is great, also provide practical advice, product information, and local community news that resonates with everyday surfers and those new to the sport.
• •Be Visually Congruent: Ensure the tone of the copy matches the visual elements used. If the images are adventurous and inspiring, the copy should echo that sentiment. If they are product-focused and clean, the copy should be informative yet still carry the brand's passionate undertone.

Social Perception

Surfari.ch is generally perceived as a legitimate and passionate hub for the Swiss surfing community. Customers appreciate the specialized knowledge of the staff and the quality of the products. The surf trips ("Surfaris") are a distinct and highly valued part of their offering, setting them apart from general sporting goods stores. They are seen as more than just a retailer, but as facilitators of the surfing lifestyle in a non-traditional surfing location. There's a sense that they genuinely care about surfing and their customers' experiences.

Copy Examples

• •Instagram Post (Product Focus): "Chasing that endless summer feeling? ☀️ Our new range of [Brand] boards has just landed, crafted for those perfect glassy sessions. Whether you're a seasoned pro or just starting your journey, we've got the magic stick to elevate your ride. Slide into the shop or browse online – your next wave awaits! #SurfariCH #NewBoards #SurfLife #ZurichSurfs"
• •Facebook Ad (Surf Trip Promotion): "Trade the city lights for starry nights and perfect barrels. ✨ Our next Surfari to [Destination] is calling! Expert guidance, epic waves, and a crew that shares your passion. Limited spots available – because the best adventures are worth chasing. Click to explore & book your escape! #SurfariTrips #AdventureAwaits #SurfTravel #MakingMemories"
• •Website Homepage Banner: "More Than A Shop. It's A Vibe. Your Swiss Home for Authentic Surf Culture, Quality Gear, and Unforgettable Adventures. Dive In. #Surfari"
• •Email Newsletter Snippet (Community Event): "Hey Surf Tribe! 🤙 Get ready to share some stoke! We're hosting a [Event Type, e.g., Surf Movie Night & Apéro] at the shop on [Date]. Good vibes, great company, and all things surf. Come hang with us – because the best waves are the ones we share. RSVP link inside! #SurfariCommunity #ZurichEvents #StokeAndConnect"
• •Product Description (Apparel): "Live the spirit of the search, even when you're miles from the ocean. Our [Apparel Item, e.g., Classic Logo Tee] is made for comfort, durability, and carrying that authentic surf soul wherever you go. Ethically sourced, designed by surfers, for surfers. Wear your passion. #SurfariWear #SurfStyle #Authentic Threads"