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.

Taking a step back to reconnect with 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.

Be true to who you are.

Saltrock is all about people who hold onto their youthful passions well into adulthood and want to share them with their families. Just because customers get older doesn’t mean they want to be spoken to differently. We helped Saltrock realise that appealing to a wider audience doesn’t mean toning down their personality. By staying confident and true to their values, they can attract customers of all ages who resonate with the brand's bold attitude.

Never Lose it!

We brought Saltrock’s values and tone to life by flipping common negative idioms and pairing them with positive, playful imagery. 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.