Saltrock started in 1988 when brothers Ross and Angus Thomson needed a way to fund their love of surfing. Over 30 years later, while technology has evolved, the Saltrock team remains passionate about what makes them unique: bold design, functionality, quality, and of course, surfing.

Reconnecting with the origins of the brand

After expanding rapidly across the UK, Saltrock realised it was time to step back and re-evaluate what truly made them stand out. That's where we came in. We worked with them to create a strategic document that helped the entire team—from head office to retail—stay aligned on the brand's core values and communicate them consistently.

Growing old is mandatory but growing up is optional

Saltrock is for those who carry their youthful passions into adulthood, and share them with their families. We helped them understand that broadening their audience doesn’t mean toning down their attitude. By staying true to their bold, playful attitude, they can connect with customers of all ages who share the same adventurous spirit.

Never Lose it!

We brought Saltrock’s values and tone to life by flipping common negative idioms like “under the weather” and “over the hill” and pairing them with positive, fun and active imagery. With a never ending list of idioms to draw on, this gave the brand a unique, cheeky edge that could be used across all communications, from seasonal campaigns to social media posts. The project wrapped up with a review of how this refreshed tone and strategic clarity impacted every part of the brand—online, in stores, in wholesale, and even in how staff connected with the Saltrock community.

The project wrapped up with a review of how this refreshed tone and strategic clarity impacted every part of the brand—online, in stores, in wholesale, and even in how staff connected with the Saltrock community.