Brand Tone

Adventurous & Fun, Friendly & Approachable, Passionate & Authentic, Eco-conscious & Educational, Aspirational & Lifestyle-oriented

Brand Values

• •Making Fun Happen
• •Environmental Protection & Conservation
• •Sharing the California Lifestyle
• •Community & Giving Back
• •Quality & Safety
• •Creating Cool Products

Best Practices

• •Embrace "Fun" and Enthusiasm: Use upbeat, positive language. Words like "thrilling," "unforgettable," "explore," "discover," and "adventure" align with their "Make Fun Happen" ethos.
• •Speak Authentically & Passionately: Let the genuine love for California and the ocean shine through. Share stories, use local references (like "La Jolla Ecological Reserve," "sea lions"), and maintain a friendly, approachable voice.
• •Highlight Eco-Consciousness Naturally: Weave in messages about environmental responsibility and conservation efforts. Mention reef-safe sunscreen, eco-tours, and partnerships like 1% For The Planet, but do it in a way that feels integral to the experience, not an add-on.
• •Focus on the "California Lifestyle": Evoke the feeling of being in California – the sun, the ocean, the laid-back attitude. Use descriptive language that paints a picture of this aspirational lifestyle.
• •Be Inclusive and Welcoming: Address the audience directly ("you," "your"). Encourage participation and make everyone feel like they can be part of the Everyday California community, whether they're experienced adventurers or first-timers.

Social Perception

Positive & Reputable, Authentically Californian, Eco-conscious Leader, Fun & Engaging, Community-Focused

Copy Examples

• •Headline: Dive Into Your California Dream. Body: Salty hair, sun on your face, and the Pacific's playground at your fingertips. From thrilling kayak adventures in the La Jolla caves to catching your first wave, Everyday California is your gateway to an unforgettable ocean experience. Let's make some waves! #MakeFunHappen
• •Headline: Our Ocean, Our Playground, Our Responsibility. Body: We live for the ocean breeze and the call of the waves. That's why we're committed to protecting our beautiful coastline. Join our eco-friendly tours and know that a portion of every adventure and purchase goes back to preserving the blue. Explore with us, protect with us. #EverydayCalifornia #ProtectTheBlue
• •Headline: Gear Up for Golden State Vibes. Body: From the shore to the street, carry the spirit of California wherever you go. Our locally designed apparel is all about comfort, style, and that laid-back, sun-soaked feeling. Adventure-ready, just like you. Shop the collection. #CaliforniaLifestyle
• •Headline: More Than Just a Tour, It's an Everyday California Story. Body: It started with a couple of guys, a pick-up truck, and a passion for the Pacific. Now, we're sharing that authentic California stoke with the world, one kayak, one wave, one eco-conscious tee at a time. Come be a part of our story. #LaJollaAdventures
• •Headline: Your Daily Dose of Vitamin Sea, Delivered by Locals. Body: Our guides aren't just experts; they're your local buddies on the water. They'll show you the hidden gems, share stories of the sea, and make sure your Everyday California adventure is packed with good times and great memories. Ready to explore? #SanDiegoAdventures #LocalGuides