Brand Tone

Nostalgic & Authentic, Friendly & Community-Oriented, Relaxed & Laid-back, Passionate, Slightly Playful/Fun

Brand Values

• •Heritage & Legacy
• •Authenticity
• •Quality
• •Community
• •Timeless Style
• •Freedom & Adventure

Best Practices

• •Embrace the Heritage: Always weave in elements of Golden Breed's rich history and founding era (late 60s/70s). Use phrases like "Since '69," "Golden Days," "Classic," "Original," "Authentic."
• •Speak the Language of Surf: Incorporate surf terminology and lifestyle references naturally, but keep it accessible and not overly technical. The tone is more about the culture and feeling than hardcore performance.
• •Foster Community: Write copy that invites interaction, asks questions, and encourages sharing of memories. Use a warm, friendly, and inclusive voice.
• •Keep it Real and Relaxed: Avoid overly corporate or salesy language. The tone should be cool, casual, and confident, reflecting the laid-back nature of surf culture. Focus on storytelling over hard selling.
• •Visual Storytelling Alignment: Ensure the copy complements the visual identity. If the image is vintage, the copy should echo that nostalgia. If it's a modern lifestyle shot, the copy can bridge the past with the present, highlighting timeless appeal.

Social Perception

Iconic & Respected, Nostalgic & Cherished, Good Quality & Stylish, Authentic Alternative, Strong Emotional Connection

Copy Examples

• •Headline (Website Banner/Social Media Ad): Golden Breed: Still Making Waves. Authentic Surf Style Since '69. *Caption:* Ride the nostalgia. Our latest collection channels the timeless spirit of Aussie surf. Quality threads, classic vibes. Shop now and own a piece of the Golden Days. #GoldenBreed #ClassicSurf #Since69
• •Product Description (for a heritage t-shirt): Throw it back to the sun-soaked days with our [Product Name] Tee. Crafted from premium cotton and featuring an original 70s Golden Breed print, this isn't just a t-shirt, it's a memory. Built to last, just like the stories you'll make in it. Wear the legacy.
• •Instagram Post Caption (Lifestyle image of surfers around a campfire): Chasing swells, sharing tales, and staying warm in Golden Breed. These are the moments that define us. What's your favourite surf memory? Share below! 👇 #GoldenBreedSurf #BeachNights #SurfCulture #MakingMemories
• •Email Marketing Subject Line: Relive the Golden Days ☀️ Classic Surf Threads Inside! *Email Body Snippet:* Hey [Customer Name], Remember that perfect wave? That endless summer? Golden Breed has been there since the beginning, crafting the gear that defines Australian surf. Rediscover your favourite classics or find a new timeless piece. Let's keep the spirit alive.
• •Facebook Ad Targeting an older demographic: They don't make 'em like they used to? We still do. Golden Breed – the original Aussie surfwear, with the same quality and classic style you remember. It’s time to bring back those Golden Days. Shop the collection.