Tono de Marca

Authentic & Core Surfer, Rebellious & Edgy, Quality-Focused & Performance-Driven, Enthusiastic & Fun-Loving, Slightly Unfiltered/Direct

Valores de Marca

• •Performance & Quality
• •Durability & Sustainability
• •Authenticity & Surfer-Driven
• •Creativity & Collaboration
• •Community & Inclusivity (within surf culture)
• •Fun & Positivity

Mejores Prácticas

• •Speak the Language: Use authentic surf terminology and slang naturally. Avoid sounding like an outsider trying too hard. If your audience says "pitted," you can too (when appropriate).
• •Embrace the Edge, Don't Force It: The "Crime" in Surf Crime is about being counter-cultural and a bit rebellious, not literally criminal. Let this attitude subtly influence the copy—confident, slightly irreverent, and bold.
• •Focus on Performance & Durability Benefits: Continuously reinforce *why* Surf Crime boards are different and better than standard soft-tops. Highlight the construction and what that means for the surfer's experience (control, speed, longevity).
• •Show, Don't Just Tell, the "Cool": Use visuals (photos, videos of good surfers on their boards, artistic collaborations) to convey the brand's style. The copy should complement this, not try to solely create it.
• •Be Confident, Not Arrogant: The tone should be self-assured about the product's quality and performance. Back up claims with the "why" (e.g., "shaped EPS foam blanks, glassed with epoxy cloth"). Avoid overly aggressive or alienating language, even with the edgy branding. The core message is still about the joy and performance of surfing.

Percepción Social

Positive for Performance Seekers in Soft-Tops, Cool & Stylish, Niche & Respected (but not mainstream huge), Mixed on Price/Value for Beginners, Concerns about Deck Texture/Rash, Some Customer Service Questions

Ejemplos de Copy

• •Headline: Ditch the Disposable. Ride the Revolution. Body: Tired of foamies that surf like pool toys and fall apart after a few sessions? Surf Crime crafts legit soft-tops with real surfboard guts. Performance, durability, and a healthy dose of rebellion. This ain't your kook's soft-top. #SurfCrime #SoftTopsThatWork
• •Instagram Caption (with a dynamic surfing video): Less flap, more wrap. The [Board Model Name] isn't about just standing up; it's about laying it down. Built with an epoxy core and an attitude. Get yours and #CommitToTheCrime.
• •Product Description Snippet: Engineered by those who know, for those who rip. Our EVA deck gives you grip that won't quit (and yeah, maybe a love bite if you're bare-skinned and charging). But the ride? Pure, unadulterated performance that'll make you forget it's a "soft-top."
• •Facebook Ad Copy: Stop apologizing for your soft-top. Start dominating the lineup. Surf Crime boards: All the fun, none of the flexy disappointment. Built to last, designed to blast. Find your weapon at surfcrime.com.
• •Brand Story Snippet: We started Surf Crime because the ocean deserves better than another landfill ornament. We believe in boards that shred, last, and look damn good doing it. It's about a commitment to quality, a nod to the counter-culture, and a whole lotta waves. Join the Syndicate.