Rip Curl Tone of Voice — Adventurous & Authentic

Tagline: "Live The Search"

Industry: Fashion & Apparel

Sector: Sports & Fitness

How Rip Curl Communicates

Rip Curl communicates with a adventurous, authentic and surf voice using adventurous language. Their sentences are primarily commands in the imperative tense. Their messaging is figurative. Their tagline, "Live The Search", captures this voice. The central tension in Rip Curl's communication is routine vs. adventure, which shapes every message they craft. Their mission is to inspire surfers to search for perfect waves.

Tone Words

Rip Curl's brand voice is defined by the following tone words: Adventurous, Authentic, Surf.

Communication Style

  • Language Style: Adventurous
  • Sentence Type: Command
  • Tense: Imperative
  • Expression: Figurative

Rip Curl Brand Story

Founded in 1969 in Torquay, Australia by Brian Singer and Doug Warbrick, Rip Curl became one of the three major surf brands from Australias Surfcoast. Known for wetsuit innovation and The Search campaign, the brand represents the endless pursuit of perfect waves.

Brand Message

Search for the perfect wave

Brand Mission

To inspire surfers to search for perfect waves

Brand Positioning

Core Concept: The ultimate surfing company

Central Tension: Routine vs. Adventure

Frequently Asked Questions About Rip Curl

What is Rip Curl's tone of voice?

Rip Curl uses a adventurous, authentic, surf tone of voice. Their communication is adventurous, typically using command-style sentences in the imperative tense. Their tagline "Live The Search" exemplifies this voice.

How does Rip Curl communicate with customers?

Founded in 1969 in Torquay, Australia by Brian Singer and Doug Warbrick, Rip Curl became one of the three major surf brands from Australias Surfcoast. Known for wetsuit innovation and The Search campaign, the brand represents the endless pursuit of perfect waves.

What is Rip Curl's brand message?

Rip Curl's core message is about Search for the perfect wave. Their concept "The ultimate surfing company" drives their mission: To inspire surfers to search for perfect waves.

What makes Rip Curl's brand voice unique?

Rip Curl stands out through their adventurous, authentic, surf communication style. Their central brand tension — "Routine vs. Adventure" — shapes every message they craft in the Sports & Fitness sector.

What language style does Rip Curl use?

Rip Curl uses adventurous language with figurative messaging. Their sentences are typically command in structure, using the imperative tense.