Saltrock

Saltrock began in 1988 when brothers Ross and Angus Thomson needed a way to fund their love of surfing. More than 30 years later, while the category has evolved, the brand remains rooted in what makes it distinctive: bold design, functionality, quality and a deep connection to surfing.

Reconnecting with the brand

Following a period of rapid growth across the UK, Saltrock recognised the need to step back and re-evaluate what truly set it apart. We worked with the team to develop a strategic framework that aligned the business from head office through to retail, creating a clear and consistent understanding of the brand’s values and how they should be expressed.

Growing old is mandatory, growing up is optional

We defined a position centred on a simple truth: Saltrock is for those who carry their youthful spirit into adulthood and pass it on to the next generation. This allowed the brand to broaden its audience without diluting its attitude, showing that boldness and playfulness can resonate across age groups while remaining authentic.

Never lose it!

From this, we developed a distinctive tone of voice built around reframing familiar negative idioms, turning “under the weather” or “over the hill” into positive, energetic expressions. Paired with active, surf-inspired imagery, this created a flexible language system that could be applied across campaigns, social and in-store communication.

Embedding the brand

The project concluded with a full review of how this renewed clarity influenced every part of the business, from digital and retail through to wholesale and internal culture, ensuring the strategy translated into a consistent and actionable brand experience.