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Characteristics of a good tagline

A clever tagline has the ability to make your audience both think about and then appreciate it. This supercharges its memorability, induces positive association and enhances the chance of brand recall.

Clear

The message you want to communicate through your tagline must be clear. If you create a tagline that is clever but confusing, it fails to deliver a message that links to the difference you offer

Catchy

Your tagline should be catchy so that it is easy to remember and recall. Rhyming, creative word placement and phonetic appeal (sound) all add to the memorability of a tagline. If you manage to instill the fourth characteristic (Clever) it also adds to the memorability of your tagline

Concise

Through there are examples of long and iconic taglines, as a rule of thumb, the longer your tagline, the less catchy it will be. Aim for between 4-5 words, using the shortest and most efficient words and word structure to deliver your message.

Clever

A clever tagline has the ability to make your audience both think about and then appreciate it. This supercharges its memorability, induces positive association and enhances the chance of brand recall.

Examples of good taglines from Ocean Brands & other sustainable brands

In this section, we going to outline some of the industry taglines

Waterhaul

Intercepted from the Oceans, redesigned for adventure

Waterhaul is a social business that utilizes the strongest form of plastic in our oceans to produce exceptionally sustainable, recycled eyewear and other sorts of products. Their tagline couldn’t be more appropriate, is clever, simple, catchy and straight to the point.

Two thirds

We make goods for a better future

Two-Thirds is a fashion Ocean Brand from Spain that strives for limited water impact and upcycles plastic into garments that belong in the blue. Their tagline is simple but concise. It includes their mission and the reason why they exist. Short and straight to the point.

Bureo

Made from fishing nets

Bureo is an enterprise on a mission to protect our ocean by scaling a radically transparent model to eliminate fishing net pollution; using disruptive innovation to inspire change and create tangible positive impacts. Their tagline, made from fishing nets couldn’t be more simplistic and basic and yet very meaningful.

Wasted ed

Inspiring people to give a sh*t

Wasted ed is another non-Ocean Brand that we have included here just for sustainability purposes and purposeful tagline. The word inspiring is powerful, the end is even more powerful. Simple, clever, concise. Chapeau!

Kampos

By the sea to the sea with integrity

Kampos is a luxury brand transforming marine pollution into high-quality products, beautifully designed and handcrafted with care in Italy. Every detail in the product and the process is sustainable and eco-friendly to protect the future of the planet. Their tagline is clever and concise.

Atolea

Ocean inspired jewelry

Atolea is a jewelry ocean brand that sells rings and bracelets inspired in the ocean. 15% of their profits goes to non-profits conservation efforts. Their slogan is simple but it describes very well what they do in three words. We have seen this slogan in a few other similar organizations which means that they should probably give it a new twist if they want to be different.

Bluenery

Made for aquatic humans

Bluenery is a slow fashion brand made for freedivers. It was c0-founded by famous champion and freediving record man Guillaume Nery. Their tagline is simple not catchy but it has a straight definition of who their audience is.

Akua

The home of the kelp burger

Akua is one of the leading brands for kelp consumption. Their brand is relatively new and their mission is to create foods that can feed the planet sustainably while reversing climate change, and restoring health to our world’s oceans. Their tagline is simple, not catchy or concise but is funny as it tries to mimic another established traditional burger brand. Starts with B and finishes with G, have a guess.

Pela

Everyday Products Without Everyday Waste

Pela, not considered just an ocean brand but a sustainable brand for every product. Pela are developing products made of environmentally sensible materials. To educate and inspire the global community of people who are committed to making a positive impact on our planet. Their tagline is simple, 5 words, but very meaningful. Very catchy, memorable, clever and concise.

Slo Active

Sustainable luxury oceanwear

Slo Active is Slow fashion brand for the Ocean. The founder, a scuba diver, free diver and Paddleboarder is an ocean activist and the brand donates a % of its revenue to ocean causes. Their tagline is again simple but concise as it describes in three words their target audience (to who, why and what).

Finisterre

Product | Environment | People

Slo Active is a Sustainable Surf fashion brand established in the UK in 2003. The brand is a B corp meaning their efforts to make a better planet are being tracked and transparent and monitored by B labs. Everything they do is with people and the planet in mind. If you look at their tagline, is simple and it describes what the brand believes in just three words.

Sennosen

People from the Ocean

Sennosen is a surf slow fashion brand from the Southwest of France. Their tagline describes what the love and who their product is intended to be in just a few words. Simple and concise.

Seea

Seea is a celebration of waterwomen, and the ocean is our temple

Seea is a women surf brand that produces recycled and sustainable fashion. Their slogan is a bit longer if you look at our recommendation, yet is memorable and inspiring. It defines their (who) target and their why. Is just missing what they do.

Sanuk

Smile, pass it on! | Protect your happy place

Sanuk is a sustainable shoe brand for surfers and beach lovers. If you look at their website or social media, they are clearly want to be the jester archetype. They want you to remember that we are here not for a long time but for a good time. Their tagline, which we believe there are two are both about happiness.

Waterlust

Eco-responsible apparel advocating for marine conservation

Waterlust is an Ocean brand run by a family of marine researchers in Florida. The fact that they are researchers makes them different from other Ocean brands and they use the sage vocabulary archetype as differentiators.  Their tagline is simple, concise and responds to what and why.

Project Hiu

Products that stop shark finning

Project Hiu, like its name describes, is more an activist project than a shop brand. Their mission is to offer an alternative income to shark fishing vessels and therefore reduce shark finning. Their slogan is simple and straight to the point. what and for what (why).

Paralallenz

Every dive counts

Paralenz is a water camera for Scuba divers and freedivers. The Camera has color correction and a dive computer built-in. Their tagline is simple and clever.

Official Top

Official Top is a Freediving jewelry-inspired brand. Their tagline is simple, ironic and honest. You don’t need jewelry for freediving. Makes memorable.

Paralenz is a water camera for Scuba divers and freedivers. The Camera has color correction and a dive computer built-in. Their tagline is simple and clever.

Bracenet

Save the seas. Wear a net

Bracelet is a german Ocean activist brand that fights against ghost nets and sells bracelets for the purpose. Part of their profits supports Ocean cleaning operations that remove these from the oceans. Their tagline could not be more concise, clever, memorable and simple.

Dragon Alliance

Get upcycled | We aspire to inspire experience

Dragon Alliance is a leading sustainable sunglasses brand in the market.  Few of their collections are made from recycling or bamboo resin. The tagline used in some of these collections says it all. In their tagline, they use powerful words and similar words that make it catchy.

Suunto

Conquer new territory

Dragon Alliance is one of the leading sustainable sunglasses brand in the market.  Few of their collections are made from recycling or bamboo resin. The tagline used in some of these collections says it all. In their tagline, they use powerful words and similar words that make it catchy.

Yeti

Built for the wild

We don’t consider Yeti an Ocean activist brand but still close to our industry, outdoors. Yeti’s tagline is simple, clever and memorable. All their products are robust and rugged, literally made the wild as they say.

Aqualung

First to dive

Aqualung was founded by french underwater explorer Jaques Cousteau, who is the inventor of the modern leisure diving equipment that we know today. The brand has used its heritage and pioneer advantage for its tagline which is a clever move and powerful differentiation from other brands out there.

Ocearch

Educate.inspire.enable

Ocearch is a non-profit research tracking platform for underwater wildlife. They are specialized in Sharks but also track other animals such as dolphins and turtles. Part of their funds are supported by their ocean-style apparel shop. Their slogan is clever, just three powerful words that describe very well what the brand stands for.

The Ocean Clean Up

The largest cleanup

The Ocean clean up is another non-profit organization. Their name and tagline sum very well what this is about. They have a mission to clean up the pacific garbage patch which is the biggest one in the world. They are the largest clean-up operation to date. Part of their funds come from selling recycled sunglasses made from the trash and plastic collected in the garbage patch.

Scuba Pro

Deep down you want the best

Scuba pro is one of the leading diving gear in the industry and their slogan probably describes their position in the market very well. Simple and clever.

Outerknown

The furthest reaches of our understanding. The furthest reaches of possibility. Simply put, to #FindYourOuterknown is to find your happy place and live in harmony with the planet

This one is definitely the longest of all of them. We usually like small, short taglines but knowing Outerknown and what the brand represents, we though it would be good to add it to this conversation.

The Bamboo Brush Society

Cleaner oceans, brighter smiles | Keep our playground cleand

The Bamboo Brush Society is an e-commerce store owned primarily by surfers and sells organic bamboo toothbrushes. We have identified two taglines in their shop. Both brilliant, clever, short and simple.

Yuma Labs

Tomorrow’s sunglasses from yesterday’s waste

Yuma labs sell upcycled glasses. Their tagline is simply brilliant. It makes it sound like if the circular economy is the future and plastic is the past.

alek1986

Author alek1986

I'm an e-commerce developer, brand strategist and a Water sports keen enthusiast. For the last 10 years, I have thrived living near the water in Central America and the Caribbean where I have evolved as a PADI Divemaster, Marina & Dive center director, Web & Booking apps developer for multiple Leisure organizations and practiced other sports such as surfing, kite surfing, sailing and paddleboarding. I have also partnered and been involved in multiple social-environmental projects such Swim for Haiti, AVAV & 4Ocean. Today I enjoy running & developing multiple Shopify stores and offering brand strategy consultations from stunning Lake Leman, Switzerland.

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