Brand Tone

friendly, knowledgeable, community-oriented, and authentic

Brand Values

• •Community Focus
• •Expertise and Passion for Surfing
• •Quality Products
• •Inclusivity & Fun
• •Customer Service

Best Practices

• •Embrace the local surf slang and terminology naturally.
• •Avoid overly corporate or stiff language. Share genuine experiences.
• •A bit of lightheartedness and the occasional joke can make the brand more relatable and memorable.
• •Use inclusive language that fosters a sense of belonging. Highlight local events, team riders, and customer stories to reinforce the community aspect.
• •Frame advice and product information as sharing expertise from one surfer to another. Focus on the benefits and how the product enhances the surfing experience.

Social Perception

a core surf shop deeply embedded in the Newcastle and Central Coast surfing culture. They are seen as a reliable source for quality surf gear and expert advice. The staff are viewed as friendly and knowledgeable.

Copy Examples

• •Fresh foam just landed! 🌊🤙 Get ready to carve up some magic with the latest [Surfboard Brand/Model]. Our main man, [Staff Member Name], took it for a spin and reckons it's a game-changer for [Wave Condition/Type of Surfer]. Swing by the shop, grab a coffee, and let's find your next wave-slaying machine! #SlimesNewcastle #NewBoardDay #SurfStoke #RideTheBest
• •Winter chills got nothing on this rubber! 🥶➡️🔥 Score epic deals on our range of [Wetsuit Brand] steamers and stay toasty all season long. Our crew lives in these things, so we know what works. Pop in, get fitted by the pros, and laugh in the face of frosty mornings! Link in bio to browse or visit us in [Location]. #WarmAsToast #SlimesBoardstore #WinterWetsuits #NewcastleSurfing
• •*(Upbeat music, quick cuts of a staff member waxing a board)* Text Overlay: "Wax On, Rip Hard! 🤙" Voiceover (Energetic & Friendly): Hey shredders! Quick tip from the Slimes crew: Don't skimp on that wax job! Good grip = more waves, fewer wipeouts. Got questions? Slide into our DMs or hit us up in-store. Now go get some! #SurfTips #SlimesNewcastle #WaxItUp #GetOutThere
• •Title: The [Surfboard Model]: Does It REALLY Live Up to the Hype? We Put It to the Test! Intro: Alright, you've seen it all over Insta, maybe even eyed it up in the racks. But what's the real deal with the new [Surfboard Model]? Our resident wave wizard, [Reviewer's Name], took this beauty out in everything from mushy beachies to overhead peelers. Here's the lowdown – no fluff, just honest feedback from one surfer to another.
• •Subject: You're Invited! Slimes Community BBQ & Board Swap! G'day Slimes Society! 👋 Get ready to talk story, snag a sausage, and maybe even find your next magic carpet! We're firing up the barbie for a Community BBQ & Board Swap on [Date] at [Time] right here at the Newcastle shop. Bring down your old sticks, check out what others have, and share some good vibes with fellow wave-lovers. It's all about community, mateship, and the love of surfing! See ya there! #SlimesCommunity #SurfNewcastle #BoardSwap