Brand Tone

Eco-conscious and Passionate, Authentic and Handcrafted, Inspiring and Evocative, Friendly and Approachable

Brand Values

• •Environmental Responsibility
• •Quality and Performance
• •Authenticity and Craftsmanship
• •Passion for Surfing Culture
• •Sustainability

Best Practices

• •Always Lead with "Eco-Conscious": Whether it's ingredients, packaging, or mission, the commitment to the environment should be a clear and upfront message in most communications.
• •Use Evocative, Surf-Inspired Language: Incorporate words and phrases that resonate with the surfing experience and the allure of the ocean (e.g., "ride the wave," "spirit of the sea," "ocean breeze").
• •Highlight "Handmade" and "Natural": Continuously reinforce the artisanal quality and the purity of the ingredients to build trust and emphasize the brand's authenticity.
• •Maintain a Passionate and Positive Voice: Convey genuine enthusiasm for surfing, the ocean, and the products. Avoid overly technical or sterile language.
• •Be Authentic and Transparent: Share the story behind the brand and the reasons for its eco-focus. Transparency about ingredients and processes builds credibility.

Social Perception

Positive for Eco-Friendliness, Seen as High Quality, Trusted by its Niche, Small, Artisanal Brand Appeal

Copy Examples

• •Catch the Perfect Wave, Naturally. Surf Goo: Eco-Friendly Wax, Unrivaled Grip. Handmade in California for a cleaner ocean and a purer ride.
• •Fuel your soul, not pollution. Our All-Natural Surf Wax is handcrafted with organic beeswax and a love for the sea. Good for your board, great for the planet. 🌊 #SurfGoo #EcoSurf #NaturalWax #ProtectOurOceans #HandmadeCalifornia
• •Tired of harsh chemicals? So were we. That's why we created Surf Goo – premium, petroleum-free surf care that actually works. Experience superior traction and peace of mind. Shop the collection and join the clean wave!
• •Kiss chapped lips goodbye and say hello to sun-kissed smiles. Our Ocean Breeze Lip Balm, packed with natural goodness and SPF 30, keeps your lips soft and protected, from the lineup to the shore. Surf on, naturally.
• •It started with a simple love for the ocean and a question: why can't surf products be kind to the waves we cherish? Surf Goo is our answer – a commitment to handcrafted, eco-conscious gear that lets you ride with passion and purpose.