Brand Tone

Friendly and Approachable, Passionate and Enthusiastic, Authentic and Transparent, Health-Conscious and Wholesome, Artisanal and Handcrafted, Eco-Conscious and Ethical

Brand Values

• •Quality and Purity: Using whole, organic, locally sourced ingredients, with products that are raw, unpasteurized, and never diluted.
• •Local Community and Agriculture Support: Strong partnerships with and support for local organic farms in Washington and Maui.
• •Family and Heritage: A family-owned and operated business with a story rooted in family tradition.
• •Health and Wellbeing: Providing products that contribute to a healthy lifestyle.
• •Environmental Stewardship: A clear commitment to giving back to environmental causes, particularly marine conservation through Apple State Vinegar sales and partnership with 1% for the Planet.
• •Craftsmanship and Passion: Dedication to the art of shrub and vinegar making, driven by a love for flavor and quality.
• •Customer Connection: Valuing the relationship with their customers, whether online or at farmers' markets.

Best Practices

• •Tell Your Story Consistently: Always weave in elements of the family-run, passion-driven, and ethically-minded narrative. Whether it's a product description or a social media post, remind your audience of the people and values behind the brand.
• •Emphasize 'Local' and 'Organic': These are key differentiators and resonate with your target audience. Highlight your partnerships with local farms and the quality of your organic ingredients in all communications.
• •Use Warm, Inclusive, and Passionate Language: Write as if you're talking to a friend who shares your love for good food and healthy living. Words like 'love,' 'passion,' 'joy,' 'handcrafted,' and 'delicious' fit well. Avoid overly corporate or sterile language.
• •Connect Product to Purpose: Especially for Apple State Vinegar, link the product to the mission of supporting marine life. For Shrub Farm, connect the enjoyment of the product to supporting local agriculture and a handcrafted tradition.
• •Be Authentic and Transparent: Share the 'why' behind your business. Talk about your ingredients, your process (handcrafted), and your values openly. This builds trust and reinforces the perception of an ethical brand. If there are challenges (common in farming and small business), being appropriately open can even strengthen the connection.

Social Perception

Premium Quality Products, Ethical and Mission-Driven, Authentic and Relatable, Trusted Source for Healthy Products

Copy Examples

• •Instagram Post (Image: Sunlit flat lay of Apple State Vinegar with fresh apples): 'From Washington's organic orchards to your wellness routine. ✨ Our Apple State Vinegar isn't just raw, potent, and packed with the Mother – it's a taste of our commitment to pure, local goodness. Every bottle helps us give back to the marine life that inspires us. Sip the difference, support the planet. #AppleStateVinegar #OrganicACV #FarmToBottle #SupportLocalWA #HealthyLiving #OceanLove'
• •Facebook Ad (Video: Quick cuts of shrubs being mixed into sparkling water, cocktails, and salad dressings): 'Tired of blah drinks and dressings? 🤔🍓🍋🌿 Unlock a world of vibrant flavor with Shrub Farm! Handcrafted from local organic fruits and our amazing Apple State Vinegar, our shrubs are your secret weapon for delicious mocktails, cocktails, and culinary creations. Made with love by our family, for yours. Shop our collection now! [Link to website] #ShrubFarm #DrinkShrub #CraftCocktails #HealthyRecipes #FamilyOwned #OrganicGoodness'
• •Product Description Snippet (for a new Shrub flavor): 'Meet your new happy hour hero: [New Flavor] Shrub! We've paired the juiciest local [Main Fruit] with a hint of [Complementary Herb/Spice], all preserved in our signature Apple State Vinegar. It's a burst of [Flavor Adjective 1] and [Flavor Adjective 2] goodness, handcrafted with passion right here in Bellingham. Perfect for vibrant sodas, unique cocktails, or a zesty marinade. Taste the love! #ShrubLife #ArtisanalDrinks #SupportSmallFarms'
• •Email Newsletter Subject Line: 'A Taste of Harvest + Our Family's Thanks ❤️ (Body Excerpt): Here at Shrub Farm and Apple State Vinegar, 'Made With Love' isn't just a tagline – it's in every bottle we handcraft. This season, we're especially grateful for the incredible local farmers who provide us with the amazing organic ingredients that make our vinegars and shrubs shine. Discover our fall favorites and bring the taste of authentic craftsmanship to your table...'
• •Website 'About Us' Page Excerpt: 'It all started with a family recipe in Japan and a passion for real flavor. Josh and Tomo Kramer, the hearts behind Shrub Farm and Apple State Vinegar, believe in the power of nature, the strength of community, and the joy of a truly delicious, wholesome drink. From supporting organic farms in Cascadia and Maui to giving back 6% of Apple State Vinegar profits to protect our precious oceans, we're more than just vinegar – we're a family dedicated to making good things, the right way. #FamilyFarm #OrganicValues #CraftedWithCare'