Rip Curl Tone of Voice — Adventurous & Authentic

Tagline: "Live The Search"

Industry: Fashion & Apparel

Sector: Sports & Fitness

How Rip Curl Communicates

Rip Curl ties surf gear to the endless search for the perfect wave. "Live The Search" frames the brand around the adventurous, wandering spirit of surfing — adventurous, authentic, surf-rooted. The voice is surf-search and free-spirited, selling a whole way of life, positioning Rip Curl around wetsuits, boards, and gear made by genuine surfers, wrapped in the romantic idea of the search — travelling, exploring, and chasing waves wherever the ocean calls.

Tone Words

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

Communication Style

Language Style: Surf-search
Sentence Type: Command
Tense: Command
Expression: Imaginative

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

About Rip Curl

Rip Curl is an Australian designer, manufacturer, and retailer of surfing sportswear (also known as boardwear) and accompanying products, and a major athletic sponsor. Rip Curl has become one of the largest surfing companies in Australia, Europe, South America, North America and South Africa. Globally, Rip Curl is considered a successful member of the "Big Three", of the surf industry alongside Quiksilver and Billabong. Rip Curl is now present in several areas of board sports, including skateboarding/surfskating, freestyle skiing, snowboarding and wakeboarding. Some events in these other disciplines include the Rip Curl SurfSkate Festival, Rip Curl Wake, Skate and Music Festival, Rip Curl City Slam (skateboarding) and the Rip Curl World Heli Challenge (freestyle skiing and snowboarding).

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 surf-search, typically using command-style sentences in the command tense. Their tagline "Live The Search" exemplifies this voice.

How does Rip Curl communicate with customers?

What is Rip Curl's brand message?

Rip Curl's core message: Search for the perfect wave Their mission: To inspire surfers to search for perfect waves

What is Rip Curl's slogan?

Rip Curl's slogan is "Live The Search". It carries their adventurous, authentic, surf voice.

What is Rip Curl's mission?

Rip Curl's 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 how they communicate across the Sports & Fitness sector.

What language style does Rip Curl use?

Rip Curl uses surf-search language, with imaginative messaging, in command-style sentences, using the command tense.