Brand Tone

Authentic & Genuine, Adventurous & Exciting, Aspirational & Inspirational, Relatable & Down-to-Earth, Community-Focused, Casual & Cool

Brand Values

• •Living Life to the Fullest/Living in the Moment
• •Authenticity & Realness
• •Adventure & Exploration
• •Passion (for surfing and lifestyle)
• •Connection to Nature/The Ocean
• •Quality (implied for products)

Best Practices

• •Channel Koa's Voice: Immerse the copy in Koa Rothman's persona – his passion for surfing, his adventurous spirit, and his authentic, sometimes raw, storytelling style. Use language he would use.
• •Emphasize Storytelling & Experience: Don't just sell products; sell the lifestyle, the adventure, and the feeling. Weave narratives of surf, travel, and authentic moments into product descriptions and marketing materials.
• •Stay True to North Shore Roots: Consistently reference the brand's origin and the authentic surf culture of Hawaii, using evocative imagery and language that transports the audience there.
• •Balance Aspiration with Relatability: While the lifestyle is aspirational, maintain a down-to-earth, genuine tone that makes the brand feel accessible and the community inclusive.
• •Maintain Visual and Verbal Consistency: Ensure that the visual elements (photos, videos of surfing, Hawaiian landscapes) and the written content work together harmoniously to reinforce the adventurous, authentic, and high-quality "This is Livin'" vibe across all platforms.

Social Perception

Positive & Engaging, Authentic Influencer, Aspirational Lifestyle, Credible & Respected (within surf community), Quality Association

Copy Examples

• •Headline for New T-shirt Collection: "North Shore Tested, Globally Approved. The New 'This is Livin'' Tee Drop is Here. Grab Yours & Ride the Vibe."
• •Instagram Caption for a Koa Rothman Surfing Photo: "Beyond the barrel. It's the chase, the journey, the grit, and the glory. This is what it means to truly be #Livin. Gear up for your own adventure. Link in bio."
• •Product Description Snippet for a Hoodie: "From dawn patrol on the North Shore to bonfire nights under the stars, our new [Product Name] Hoodie is crafted for the moments that make you feel alive. Soft, durable, and designed by those who live the life. This isn't just a hoodie, it's a piece of the journey."
• •Email Subject Line for Newsletter: "Koa's Latest Drop + Stories from the Swell: This is Livin'"
• •Website About Us Snippet: "Born from the heart of the North Shore and the spirit of adventure, 'This is Livin'' is more than just a brand – it's a mindset. Founded by pro surfer Koa Rothman, we bring you apparel and goods that embody the relentless pursuit of waves and the authentic joy of the journey. Welcome to our world. This is Livin'."