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Calle Del Mar is, at its heart, about life by the coast. With roots in surfer and skater culture, CDM has cultivated a unique, cool girl aesthetic . To translate this pathos to digital and print, web copy is given shorter, punchier statements with authoritative CTA’s. Social media posts carry the same voice, while focusing on colorways (the brand’s claim to fame comes from their rich, fresh assortment of hues, as new silhouettes are limited). The packaging insert uses an approachable tone that hits on the cool girl vibe, while reminding the customer why each limited batch is particularly special.