Brand Tone

Passionate, Enthusiastic, Approachable, Friendly, Playful, Humorous, Authentic, Independent, Modern and Creative

Brand Values

• •Quality & Consistency
• •Passion for Brewing
• •Family & Community
• •Innovation & Creativity
• •Approachability & Inclusivity
• •Having Fun / Good Times

Best Practices

• •Develop a "Voice Guide": Document key tone attributes (e.g., Passionate, Playful, Authentic, Expert but Approachable), preferred vocabulary, "words we use/avoid," and provide examples. This ensures everyone writing for the brand is on the same page.
• •Be Genuinely Enthusiastic: Let the passion for beer shine through. Use vivid, sensory language when describing beers, but avoid overly technical jargon unless explaining something specific to an interested audience.
• •Inject Personality & Humor (Appropriately): Don't be afraid to be a little cheeky or playful, especially in social media. Beer is about enjoyment. This aligns with their "don't take ourselves too seriously" ethos.
• •Focus on the "Why" & Story: Share the family-owned aspect, the passion behind the brews, and the commitment to quality. This builds connection and authenticity beyond just the product.
• •Engage Like a Human: When responding to comments or writing captions, sound like a real, friendly person, not a corporation. Use a conversational style, ask questions, and show appreciation for the community. Their current engagement on Facebook is a good example to maintain.

Social Perception

Highly Regarded for Beer Quality, Cool & Trendy, Friendly & Welcoming, Authentic & Resilient, Local Favorite

Copy Examples

• •Get ready to dive headfirst into a cloud of pure awesome. Our latest Hazy IPA, 'Cloud Surfer,' is dropping today and it's an absolute juice bomb. Seriously, your taste buds will send you a thank you card. #BanksBrewing #HazyIPA #CraftBeerMelbourne #JuiceBomb
• •The taps are flowing, the tunes are spinning, and good times are guaranteed. Grab your mates and head down to Banks Brewing this weekend. We’ve saved you a seat (and a cold one). What are you waiting for? #BanksBrewingTaproom #MelbourneBeer #WeekendVibes #GoodTimes
• •We don't mess around when it comes to what goes in your glass. Only the best hops, the choicest malts, and a whole lotta love. It's not a secret, it's just how we brew. Taste the dedication in every sip. #QualityCraftBeer #BanksBrewing #PassionForBeer #RealIngredients
• •Old mate 'Foam' Pilsner. Crisp, clean, and ridiculously refreshing. Whether it's a scorcher or just a Tuesday, Foam's always a good decision. Your everyday hero, brewed right here in Seaford. #BanksLager #FoamPilsner #SessionBeer #CraftLager
• •Meet [Brewer's Name], one of the legends making the magic happen. Fuelled by passion (and probably a bit of beer), they're dedicated to brewing up your next favorite. Swing by the taproom – if you see them, say g'day! #MeetTheBrewer #BanksBrewingFamily #CraftBrewery #Seaford