Sweetwater
The Brief
A centerpiece of Wrightsville Beach’s quietly perfect surf culture, Sweetwater’s voice in the local market never really differentiated them from the handful of other shops on the island. Their indistinct whisper needed to be transformed into a charging competitor that owned its role as a culture-setter for the whole coastline.
The Approach
Carve out a verbal brand identity that resonates with the local community — one that matches the tone of its people. We needed to toe the edge between locals and summergoers, a contrast sharper than tan lines. How do we infuse the cynical perspective of coastal year-rounders with a balance that doesn’t chase off the vacationers?
So, we shaped a brand full of cynical optimism, with a tinge of self-deprecation. The only stance that would be an honest differentiation: a low-key, yet easily rallied voice unifying the regulars and swelling up intrigue in WB’s guests.
Position
Sweetwater is a surf shop pawning sticks and stoke on the best break south of OBX.
Values
Honesty
The surf cam don’t lie, and neither do we.
Community
We create a place for our people to feel at home.
Good Gear
We only supply the best in surf- and streetwear.
Better Waves
Literally, we stand on waves all the time.
Voice
Casually Stoked
We’re laid back locals just one good forecast away from bursting through the shop door to surf C-street.
Communal
We’re home break for the folks that need a spot to belong… the glue that binds this island together.
Cynically Optimistic
We watch for sets to roll in, holding “pray for swell” in one hand and “locals only” in the other.
