Brand Tone

Innovative & Practical, Active & Adventurous, Family-Oriented & Considerate, Confident & Stylish, Empowering & Inclusive, Resilient & Inspiring

Brand Values

• •Innovation & Functionality
• •Quality & Comfort
• •Style & Exclusivity
• •Family Focus
• •Active Lifestyle
• •Giving Back

Best Practices

• •Lead with the Solution: Always tie back to the core benefit – the perfect, adjustable fit that solves a common problem. This reinforces the innovative and practical aspect of the brand.
• •Embrace the Active Voice: Use energetic, action-oriented language that reflects the dynamic nature of board sports and active lifestyles. Words like "dive in," "explore," "conquer," "play."
• •Keep it Relatable and Authentic: Share real stories or scenarios where the product makes a difference (e.g., a child's confidence at the pool, a parent's relief). Incorporate the founder's journey where appropriate to build connection.
• •Balance Function with Fashion: While the technology is key, don't forget the style. Use descriptive words for prints and designs that evoke excitement and confidence (e.g., "vibrant," "bold," "sleek," "exclusive").
• •Maintain a Positive and Empowering Vibe: Focus on the freedom, confidence, and fun that comes with well-fitting, stylish activewear. Highlight inclusivity by showcasing diverse individuals and families enjoying the products.

Social Perception

Problem-Solver, High Quality & Durable, Stylish & Unique, Reliable for Active Use, Associated with Surf/Beach Culture, Founder-Driven & Authentic

Copy Examples

• •Headline: Stop the Sag! Our Patented Adjustable Waist Boardshorts Grow With Them. Body: Tired of too-loose trunks or buying new shorts every growth spurt? Just Bones Boardwear offers the perfect fit, every time. Comfort, style, and patented tech for non-stop adventure. #JustBonesNoWorries
• •Headline: From First Wave to All Day Play: Gear That Keeps Up. Body: Whether it's mastering the surf or ruling the sandbox, our boardshorts and bikinis are built for action. Performance fabrics, exclusive prints, and the freedom to move. Dive in! #JustBonesAdventure
• •Headline: Style That Stays Put. Performance You Can Trust. Body: Don't let wardrobe worries ruin the fun. Our innovative adjustable boardshorts and secure-fit bikinis mean more focus on the thrill, less on the fit. Ready for anything? We are. #JustBonesStayPut
• •Headline: More Than Just Boardwear: It's a Family Affair. Body: Inspired by active kids and designed for lasting comfort, Just Bones Boardwear is made for every member of your water-loving crew. Create memories, not meltdowns over ill-fitting gear. #JustBonesFamily
• •Headline: Unleash Your Style, In and Out of the Water. Body: With killer prints and fabrics that feel as good as they look, our boardshorts, bikinis, and tees are your go-to for beach days, park plays, and every adventure in between. Express yourself. #JustBonesStyle