Brand Tone

active, responsible, and assuring

Brand Values

• •Protection: Providing effective and broad-spectrum UVA/UVB sun protection.
• •Comfort: Creating products that are lightweight, non-greasy, and comfortable to wear.
• •Quality Ingredients: Highlighting the use of high-quality, premium ingredients, including Non-Nano Zinc Oxide.
• •Environmental Responsibility: Emphasizing "Reef Safe" formulas and using recycled materials.
• •Active Lifestyle Support: Supporting action sports and an outdoor lifestyle.
• •Accessibility/Value: Offering products at an economical price.

Best Practices

• •Emphasize Action and Lifestyle: Use active verbs and imagery that connect with outdoor activities and an adventurous spirit. (e.g., "Engineered for adventure," "For those who live and play in the sun").
• •Highlight Key Differentiators: Consistently mention core values like "reef-safe," "comfortable feel," "premium ingredients," and "broad-spectrum protection" in product descriptions and marketing materials.
• •Maintain a Confident and Assuring Voice: Use clear, direct language that conveys expertise and reliability in sun protection. Avoid jargon where possible, or explain technical terms simply.
• •Incorporate an Element of Care/Responsibility: Weave in messaging about protecting not just skin, but also the environment (waterways, reefs) and loved ones.
• •Be Authentic and Relatable: Speak to the common pain points of sunscreen users (e.g., greasiness, discomfort) and position Surface as the solution, as the founder's story often highlights.

Social Perception

Customers generally perceive the brand positively, appreciating the effectiveness of the sunscreen, the comfortable feel on the skin (non-greasy), and the pleasant scents of some products. The reef-safe aspect and commitment to quality ingredients are also well-received. The brand's connection to outdoor activities and athletes resonates with its target audience.

Copy Examples

• •Your Adventure. Our Protection. Surface Sunscreen is engineered for long days under the sun, so you can focus on the thrill, not the burn. Reef-safe and comfortable – because your skin and our oceans deserve the best.
• •Don't let discomfort hold you back. Our Dry Touch formula offers powerful SPF 50 protection that feels incredibly lightweight. Live life outside, fully protected.
• •From the surf to the summit, trust Surface. Our mineral-based zinc sunscreens provide a physical barrier against harmful rays, made with ingredients you can feel good about. Protect your wild.
• •Sensitive skin? We've got you covered. Our hypoallergenic and cruelty-free sunscreens are designed for maximum comfort and reliable protection, so every day can be a sun day.
• •More than just sunscreen, it's a commitment. To your adventures, to your health, and to the planet. Surface Sunscreen: Protect It!