Brand Tone

Approachable, down-to-earth, fun-loving, and genuine. With humor, passionate and authentic voice.

Brand Values

• •Considered: Focused on an ethical and sustainable future; doing the right thing.
• •Belonging: Ensuring everyone feels respected, included, and has a sense of ownership; teamwork is key.
• •Pioneering: Driven by innovation, creativity, and pride in execution.
• •Genuine: Being passionate, humble, honest, and having integrity at the heart of everything.
• •Sustainability
• •Community Focus
• •Quality
• •Good Times
• •Hard Work & Grit

Best Practices

• •Stay Authentic and Genuine: Use straightforward, honest language. Avoid corporate jargon or overly polished speak. Let the passion for beer, sustainability, and community shine through naturally.
• •Embrace a Conversational, Approachable Style: Write as if you're talking to a mate. Use contractions, colloquialisms (where appropriate for the audience), and a friendly, welcoming tone.
• •Inject Humor (Where Appropriate): Don't be afraid to be a bit cheeky or lighthearted, especially on social media. This reflects the 'fun-loving' aspect of the brand.
• •Highlight Your Values Consistently: Weave in mentions of sustainability, community, quality, and the 'farm' aspect subtly and genuinely in your messaging, rather than just listing them.
• •Keep it Rooted in the 'Farm' Ethos: Even when talking about new products or expansion, connect it back to the brand's origins and the unique farm experience. This reinforces the brand's unique selling proposition.

Social Perception

Customers and the public generally perceive Beerfarm as a unique and enjoyable destination that offers high-quality craft beers and food in a relaxed, rustic farm setting. They are seen as a brand that genuinely cares about sustainability and community, which resonates positively.

Copy Examples

• •Headline: Straight Up Beer. Down To Earth Values. Body: Here at Beerfarm, we’re not just brewing your new favorite ale; we’re cultivating good times and a better future, one sustainable sip at a time. Come taste the difference honest ingredients and a bit of hard yakka make.
• •Headline: From Our Paddock, To Your Pint. Body: It doesn’t get fresher than this. Our beers are born on a working farm, where sustainability isn't a buzzword, it's our way of life. Grab a cold one and become part of the Beerfarm story.
• •Headline: Good Beer for Good People. (And a Good Planet). Body: We reckon a top-notch beer tastes even better when it’s made with a conscience. That’s why we’re committed to looking after our land and our community. Cheers to that!
• •Headline: Serious About Beer. Not So Serious About Ourselves. Body: We’re passionate about crafting the perfect brew, from classic lagers to adventurous IPAs. But we’re just as passionate about having a laugh and making sure everyone feels welcome. Pull up a seat, mate.
• •Headline: More Than Just a Brewery. It's a Beerfarm. Body: Experience the taste of real Australian craft. Brewed with pioneering spirit, genuine heart, and a deep respect for the land we call home. What are you waiting for?