Brand Tone

Humorous, Playful, Irreverent, Rebellious, Confident, Bold, Sassy, Edgy, Informal, Conversational

Brand Values

• •Self-Expression & Individuality
• •Passion for Bartending Culture
• •Humor & Lightheartedness
• •Authenticity & Unapologetic Nature
• •Rebellion & Non-conformity

Best Practices

• •Develop a "Voice Guide": Create a simple internal document outlining the key characteristics of the BWA voice (e.g., Humorous, Irreverent, Confident, Sassy, Informal). Include "do's and don'ts" and examples of words/phrases that fit and those that don't.
• •Embrace the Attitude (Authentically): Copywriters should genuinely understand and, to some extent, embody the "attitude." This means being witty, a bit rebellious, and not afraid to be bold. Authenticity is key to making the tone believable.
• •Use Humor and Wordplay Consistently: Puns, witty observations about bar life, and playful sarcasm are core to the BWA tone. Integrate these naturally, not forcefully, across all communications.
• •Speak the Language of Your Audience: Use slang and terminology common in bar culture (where appropriate and without overdoing it) to create a sense of insider understanding and community. Keep it conversational and relatable.
• •Review and Refine: Regularly review all copy (website, ads, social media if developed, emails) to ensure it aligns with the established tone. Get feedback, especially from those who understand the target demographic, to keep the voice sharp and consistent.

Social Perception

The brand likely appeals to individuals within the bartending profession or those who strongly identify with bar culture. They would perceive the brand as fun, relatable, and a way to express their professional identity or enthusiasm for that social scene with an edgy sense of humor. Those outside the target audience might find the slogans overly reliant on drinking culture or potentially a bit brash, depending on their personal views. However, the humor is generally lighthearted.

Copy Examples

• •Instagram Post (Image: Person wearing a "Licensed to Spill" t-shirt, looking amused after a minor spill): "Oops, did it again. Guess that's why they call me 'Licensed to Spill.' 😉 Some create cocktails, others create... character. Own your controlled chaos. #BarmenWithAttitude #BartenderLife #SpillTheTeaAndTheDrink #BarGear"
• •Product Description (For a new hoodie with "Weekend Forecast: Drinking With A Chance of More Drinking"): "Forget the meteorologist, we've got your real weekend forecast right here. Spoiler: it's looking like a 100% chance of good times, strong pours, and zero apologies. This hoodie isn't just comfy, it's a public service announcement. Get yours and let the good times roll. #BWA #WeekendVibes #PourDecisions #DrinkingHumor"
• •Email Subject Line (Promoting a sale): "Your Attitude Just Got More Affordable. (You're Welcome.)" Email Body Snippet: "Hey [Customer Name], we know you've got the attitude, now get the gear to match without breaking the bank. Our [Sale Event] is on – because making a statement shouldn't empty your tip jar. Shop now, thank us later (or never, we're not needy)."
• •Facebook Ad (Targeting bartenders and hospitality workers): "Tired of boring uniforms? So are we. Barmen With Attitude: Gear for those who mix drinks and personalities with equal skill. Show 'em who's boss behind the bar (and everywhere else). Click to upgrade your threads and your 'tude."
• •Website Banner (New Arrivals): "Fresh Attitude Has Arrived. Warning: May cause excessive confidence and an urge to tell it like it is. Shop New Drops Now – If You Dare."