SOUL WAVES - BRAND IDENTITY

Soul Waves is a Traverse City-based company dedicated to making surfing on the Great Lakes accessible to everyone, fostering a community that embraces the vibrant culture of beach life and water activities.

BRAND OVERVIEW

Brand Name: Soul Waves
Location: Traverse City, Michigan
Industry: Beach and Surfing Apparel
Target Audience: Surfing enthusiasts, adventure seekers, and beach lovers who are looking to explore surfing on the Great Lakes.

MISSION STATEMENT

At Soul Waves, we are on a mission to bring the spirit of surfing to the Great Lakes. By providing high-quality apparel and gear, we aim to make surfing more accessible while fostering a love for the lake-life culture. Whether you're catching waves or just soaking in the shores, Soul Waves invites you to experience the freedom and connection of the water.

TARGET AUDIENCE

Soul Waves' target audience is anyone who loves to enjoy all that the Great Lakes have to offer. Whether you're into surfing, wake surfing, boating, or other water activities, or simply enjoy hanging out on the salt-free beaches, Soul Waves is for you. Our laid-back, nature-loving community appreciates the unique beauty and adventure the lakes provide, and we're here to broaden access to the surf culture of the region.

TONE OF VOICE

Casual, laid-back, and approachable. Think of the brand as a cool friend who’s always up for an adventure and knows all the best hidden spots on the shore. Soul Waves speaks in a way that’s relaxed, welcoming, and inspiring.

CORE VALUES

ADVENTURE

Embrace the thrill of trying something new, from surfing the lakes to exploring the shores.

SUSTAINABILITY

Promote eco-friendly products that respect the natural beauty of the Great Lakes.

COMMUNITY

Build a strong, inclusive surfing community that welcomes everyone, from beginners to pros

AUTHENTICITY

Stay true to the laid-back, free-spirited vibe of surfing while delivering quality 

CONNECTION

Foster a deeper connection to the water, nature, and yourself.