Brand Tone

approachable, authentic, and aspirational

Brand Values

• •Local Connection & Community
• •Health, Wellbeing & Natural Solutions
• •Customization & Customer Focus
• •Quality & Craftsmanship
• •Sustainability & Environmental Consciousness

Best Practices

• •Always Anchor to Place: Consistently tie fragrances and products back to specific Surf Coast locations, memories, or experiences. Use evocative language that paints a picture of the coastal lifestyle (e.g., 'the scent of salty air after a storm,' 'the calm of a sunset over the water').
• •Lead with 'Natural' and 'Authentic': In every product description, highlight the use of natural, plant-based ingredients and the small-batch, handcrafted nature of the products. This reinforces the core values of health and quality craftsmanship.
• •Speak Like a Local Friend: Maintain a warm, approachable, and personal tone. Use 'we' to refer to the company as a family and 'you' to speak directly to the customer. Share behind-the-scenes moments or the inspiration behind a new scent to foster a deeper connection.
• •Balance Luxury with Accessibility: Use aspirational words like 'luxurious,' 'indulgent,' and 'bespoke' to describe the experience, but ensure the overall tone remains grounded and unpretentious. The brand is a premium local good, not an unapproachable global luxury brand.
• •Emphasize the 'Why': Remind the audience of the brand's purpose. Weave the origin story and the commitment to community (like donations to Surf Life Saving Clubs) into marketing narratives to build brand loyalty beyond just the product itself.

Social Perception

The public perception of Surf Coast Scent Company is overwhelmingly positive, characterized by appreciation for its quality, local identity, and customer service.

Copy Examples

• •Capture the scent of the salt and the shore. Our Bells Beach candle isn't just a fragrance; it's the feeling of an early morning walk along the coast, hand-poured just for you in Torquay. Tap to bring the soul of the Surf Coast home.
• •Your Daily Surf Coast Escape. You don't have to be here to be here. Our scents are handcrafted to bring the essence of Torquay, Lorne, and the entire coast into your space. Made with natural soy wax and pure essential oils because we love our coast as much as you do. Shop our local collection now.
• •Your Signature Hydration Crème. Every skin is unique. That's why we created a crème that's uniquely yours. Our nourishing, plant-based formula provides the ultimate in hydration, while you choose the pure essential oil blend that speaks to your soul. Select your scent and let us handcraft a daily ritual that's made just for you. Natural. Luxurious. Yours.
• •A little piece of the Surf Coast, delivered. Hi [Customer Name], we've just poured a fresh batch of your favourites...
• •Handcrafted on the Surf Coast. Inspired by the ocean. Made for your soul.