Brand Tone

Enthusiastic, accessible, value-driven, slightly cautious

Brand Values

• •Accessibility/Affordability
• •Enjoyment & Adventure
• •Innovation (Stated)
• •Versatility
• •Durability (Stated, with mixed customer validation)

Best Practices

• •Keep sentences relatively simple and direct.
• •Highlight Value and Completeness: Consistently mention the all-in-one nature of the kits and the attractive price point as key differentiators.
• •Address quality concerns by highlighting improvements and focusing on recreational use.
• •Emphasize the accessibility of watersports for everyone.
• •Use active language and focus on the fun and adventure aspects.

Social Perception

Budget-friendly, entry-level to mid-range, good for recreational use, mixed quality perception

Copy Examples

• •Paddle with PASSION!
• •Get out and enjoy summer with Zray!
• •Complete SUP packages at unbeatable prices.
• •Your entry to watersports adventure starts here!
• •Affordable fun on the water for the whole family.