Brand Tone

Approachable and Friendly, Knowledgeable and Passionate, Humorous and Playful, Authentic and Unpretentious, Community-Focused

Brand Values

• •Accessibility
• •Affordability
• •Quality
• •Education
• •Community & Local Pride
• •Passion
• •Customer Experience

Best Practices

• •Embrace "Singlish" and Local Vernacular Authentically: Incorporate local slang and conversational Hokkien/Singlish where appropriate, especially on more casual platforms like TikTok and Instagram. This reinforces the "heartland" and approachable vibe. However, ensure clarity for a broader audience when needed (e.g., on the website's main pages).
• •Keep it Real and Relatable: Avoid overly technical jargon or pretentious language. Explain craft beer concepts in a simple, engaging, and often humorous way, as if talking to a friend.
• •Show, Don't Just Tell, Your Passion: Let the genuine enthusiasm for craft beer shine through in descriptions and stories. Share the founder's journey and the "why" behind the brand.
• •Foster Community Interaction: Use questions, polls, and calls-to-action that encourage engagement. Respond to comments and messages in the brand's friendly and approachable tone. Highlight customer experiences and user-generated content.
• •Be Visually Consistent with Tone: Ensure that visuals (photos, videos, graphics) match the copy's tone – vibrant, unpretentious, and showcasing the fun, welcoming atmosphere of the bar and the appeal of the beers. The casual, "mama shop" aesthetic of the physical space should translate online.

Social Perception

Positive, Go-To Spot, Welcoming & Chill, Authentically Singaporean, Knowledgeable Resource, Resilient

Copy Examples

• •Instagram Post (New Beer Arrival): Eh, check dis out! Fresh drop of [Brewery Name]'s [Beer Name] just landed at AMLT. This bad boy is [brief, enticing description using relatable terms, e.g., 'super hoppy, like a party in ya mouth,' or 'smooth and chill, perfect for SG weather']. Faster come grab yours before all kena whack! #amltsg #DrinkBetterBeer #SGcraftbeer #FreshDrop #SupportLocalSGBars
• •Facebook Ad (Promoting Happy Hour): Work day make you sian? 😩 Come lah, Ang Mo Liang Teh got your back! Our All Day Happy Hour means awesome craft beer pints from just $10 NETT. No need to break bank for good beer. Tag your kakis and lim kopi... eh, beer! 😉 #AngMoLiangTeh #HappyHourSG #CraftBeerLover #AffordableGoodness #CBDChills
• •TikTok Video Intro/Caption (Humorous/Educational): Ever wonder why your Ang Mo Liang Teh (aka beer 😉) tastes so different sometimes? Today, Uncle Jerry spills the teh (pun intended!) on IPAs. No cheem stuff, just good beer knowledge so you can order like a pro. Watch till end for a special promo! #amltsg #CraftBeer101 #SingaporeDrinks #FunnyBeerGuy #LearnWithTikTok #DrinkBetterBeer [Inspired by 7, 10, 13]
• •Website Blog Post Title & Snippet: Title: Don't Act Blur: Your No-Nonsense Guide to Craft Beer Styles Snippet: So you wanna explore craft beer but dunno where to start? No worries, we gotchu. From lagers that are 'confirm shiok' to IPAs that pack a punch, this guide breaks it down easy-peasy. At Ang Mo Liang Teh, we believe everyone should #DrinkBetterBeer without the atas vibes. Let's go! [Inspired by 2]
• •Event Promotion (e.g., Beer Tasting Workshop): Want to impress your friends with your beer knowledge (or just want to try some amazing brews)? 🍻 Join our next Craft Beer Appreciation Workshop! We’ll talk beer, taste beer, and have a good laugh – AMLT style! Limited spots, so chope yours fast! Link in bio. #AngMoLiangTeh #CraftBeerWorkshop #SGevents #TasteAndLearn #SupportSmallSG [Inspired by 4]