Costa Del Mar

Our key target audience were fishermen, pro and amateur, so language was filled with fishing lingo. The brand had branched / was branching out to cover anyone partial to a coastline adventure. There was much emphasis on the water—be it sea, river or lake—and the notion of being a good 'waterperson'. Other outdoor activities considered were kayaking, surfing, or a day at the beach. The brand was also making a big push towards women adventurers and kids. Copy was needed for all of the brand's active locations that included the U.S., Australia / New Zealand, and Mexico (copy would be translated into Spanish)