Brand Tone

Playful & Witty, Enthusiastic & Passionate, Confident & Bold, Approachable & Friendly, Informative (but not overly technical)

Brand Values

• •Quality & Craftsmanship
• •Innovation & Creativity
• •Community & Connection
• •Authenticity & Passion
• •Fun & Enjoyment
• •Sustainability (emerging)

Best Practices

• •Embrace the "Slightly Mad" Persona: Don't be afraid to inject humor, wit, and playful language. Think quirky, not just informative. Ask: "How would a fun, slightly eccentric squirrel talk about this?"
• •Keep it Enthusiastic and Passionate: Let your genuine love for craft beer shine through. Use vivid, sensory language to describe flavors and experiences. Avoid dry, overly technical jargon unless explaining something specific to an engaged audience.
• •Stay Community-Focused and Inclusive: Even with the edgy tone, ensure the language is welcoming. Encourage interaction, ask questions, and speak directly to your audience (using "you" and "we").
• •Be Confident, Not Arrogant: Showcase your awards and quality with pride, but balance it with approachability. The confidence comes from knowing you make great beer, not from looking down on others.
• •Visuals and Voice Must Align: Ensure your copy complements your vibrant, dynamic, and often playful imagery. The words should feel like they belong in the Mad Squirrel world depicted in your photos and videos. Review copy against visuals before publishing.

Social Perception

Innovative & High-Quality Brewer, Good Vibe & Community Focus, Distinctive & Memorable Branding, Engaging & Responsive, Slightly Edgy but Approachable

Copy Examples

• •Social Media Post (New Beer Launch): Warning: May cause spontaneous outbreaks of happiness! 🐿️💥 Our NEW [Beer Name], a [Beer Style] that's so outrageously tasty, it's *almost* scandalous. Dare to try this hop-fuelled explosion of [Flavor Note 1] & [Flavor Note 2]? Get it on tap & in cans before the squirrels hide it all! #MadSquirrel #NewBrew #CraftBeerCrazy #SlightlyMadTotallyAwesome
• •Website Banner Text (Homepage): Bored of beige beer? So are we. Dive into a world of 'Slightly Mad, Totally Awesome' brews crafted with passion and a dash of delightful delirium. Find Your Flavour!
• •Email Subject Line (Event Promotion): Go Nuts! 🥜 Our [Event Name] is Just Around the Corner! *(Body Snippet):* Get ready for a wild ride at Mad Squirrel! We're [briefly describe event activity] and pouring all your favourite brews. It’s going to be epic – don’t be the one who hears about it later!
• •Product Description (for a bold IPA): Meet 'Apex Predator' IPA. Not for the faint of heart, this beast bites back with a ferocious hop profile, unleashing untamed notes of [Prominent Hop Flavour 1] and a whisper of wild [Prominent Hop Flavour 2]. It’s aggressively delicious. You’ve been warned... and welcomed. #ApexPredatorIPA #MadSquirrelBrew
• •Instagram Caption (Taproom Focus): Your happy place is calling! 🍻 Good vibes, great mates, and even better beer flowing daily at our [Taproom Name] taproom. Who are you bringing for the next round of 'Slightly Mad' goodness? Tag your beer buddy! #MadSquirrelTaproom #CraftBeerCommunity #HertfordshirePubs #WeekendVibes