Brand Tone

friendly, honest, and quintessentially British

Brand Values

• •Natural Ingredients & Quality
• •Honesty & Transparency
• •Sustainability & Responsibility
• •British Heritage
• •Simplicity
• •Customer-Focused
• •Inclusivity & Well-being

Best Practices

• •Embrace "No Jiggery Pokery": Ensure all copy reflects honesty and transparency. Avoid overly complex language or misleading claims. Keep it straightforward and focused on the natural goodness of the ingredients.
• •Channel the "British Kitchen Garden": Use evocative language that conjures images of fresh, natural, and perhaps slightly nostalgic British fruit and flavors. Maintain a warm, friendly, and approachable feel.
• •Highlight "Pressed not from Concentrate": Consistently emphasize the quality of the ingredients and the simple, natural process. This is a key differentiator.
• •Be Passionate and Confident (But Humble): Convey a genuine love for the products and the brand's mission to provide better soft drinks. The tone should be confident in its quality without being arrogant.
• •Keep it Spirited and Playful (Where Appropriate): While maintaining honesty and quality, don't be afraid to inject a little bit of the brand's spirited and vibrant personality, especially in social media and more informal communications.

Social Perception

Positive perception of taste and quality, Appreciation for natural ingredients, Seen as a premium brand, Environmentally conscious image, Family-Friendly, Trusted Brand

Copy Examples

• •Headline: Taste the Orchard. No Jiggery Pokery. Body: We press the finest fruits, just as nature intended. Simple, delicious, and honestly crafted. That's the Cawston Press promise.
• •Headline: Sunshine in a Can. Seriously Simple. Body: Inspired by the Great British kitchen garden, our sparkling drinks are bursting with real fruit and absolutely nothing artificial. Just pure, pressed refreshment.
• •Headline: Real Fruit. Real Flavour. Real Good. Body: We say no to added sugar and sweeteners, and yes to the wonderful taste of pressed fruit. Discover your new favourite Cawston Press today.
• •Headline: From Our Trees to Your Table, The Honest Way. Body: Since 1986, we've been doing things properly. Just picked and pressed fruit, for a taste that's remarkably good and refreshingly straightforward.
• •Headline: Good for You, Good for the Planet. Body: As a B Corp, we believe in drinks that are not only delicious but also made responsibly. Enjoy the simple goodness of Cawston Press, a choice you can feel good about.