Brand Tone

Authentic & Trustworthy, Nostalgic & Cool, Approachable & Friendly, Conscious & Responsible

Brand Values

• •Quality & Efficacy
• •Heritage & Authenticity
• •Sun Safety & Health
• •Australian Lifestyle
• •Sustainability & Ethical Practices
• •Simplicity & Reliability

Best Practices

• •Embrace Authentic Storytelling: Weave in the brand's heritage, family roots, and connection to Australian surf culture in a genuine way.
• •Use Clear, Confident, and Positive Language: Reflect the reliability and effectiveness of the products. Avoid overly technical jargon where simpler, relatable terms will do.
• •Maintain a Slightly Nostalgic Yet Modern Aesthetic in Visuals and Language: Evoke the 'good old days' of Aussie surf while highlighting modern efficacy and ethical production.
• •Highlight 'Australian Made' and Ethical Aspects: Consistently mention the Australian origin, TGA certification, solar-powered factory, and reef-friendly ingredients where appropriate to reinforce trust and shared values.
• •Keep it Relatable and Aspirational: Speak to the everyday need for sun protection while connecting it to the desirable, carefree Australian outdoor lifestyle. Ensure the tone is inclusive and welcoming.

Social Perception

Positive & Trusted, Effective Sun Protection, Good for Sensitive Skin, Aesthetically Pleasing, High Quality, Growing Brand Awareness

Copy Examples

• •Headline: Endless Summer, Protected Skin. Body: Born from Aussie surf heritage and 40 years of sun science. Our SPF 50+ is your daily ritual for adventure-ready, healthy skin. Live the Standard Procedure. #Sunscreen #MadeInAustralia #ReefSafe
• •Headline: Sunscreen That Feels as Good as it Protects. Body: No greasy feel, no worries. Just high-performance SPF 50+ packed with Australian Superfruits that your skin will love. Make us your Standard Procedure. #SensitiveSkinFriendly #DailySPF
• •Headline: Heritage in Every Bottle. Sunshine in Your Soul. Body: From our family factory, powered by the Aussie sun, to your skin. Decades of expertise, modern protection. That’s the Standard Procedure. #AustralianMade #FamilyOwned #SolarPowered
• •Headline: More Than Just Sunscreen. It's a Vibe. Body: Embrace the sun-drenched Aussie lifestyle with confidence. Our TGA-approved, reef-friendly formulas are your go-to for every sun-filled moment. It's Standard Procedure. #BeachLife #OutdoorAdventure #EthicalSunscreen
• •Headline: Your Skin's Daily Dose of Aussie Goodness. Body: Protecting your skin shouldn't be a chore. Our lightweight, antioxidant-rich SPF 50+ makes sun safety a simple, enjoyable Standard Procedure. #Skincare #SunSafety #AntioxidantRich