Brand Tone

Authentic, Witty, and Communal. The brand's voice is approachable and steeped in culture. It is authentic in its passion for the craft of brewing and its local roots. The tone is witty and intelligent, using proverbs not just as names but as a creative copywriting device that invites curiosity. It is also deeply communal, speaking directly to its audience as fellow beer lovers and storytellers, creating a sense of belonging. The language is conversational and celebratory.

Brand Values

• •Tradition & Culture
• •Storytelling
• •Craftsmanship & Quality
• •Community

Best Practices

• •Always Lead with the Proverb: Whenever possible, anchor the copy to a proverb. This is the brand's most unique asset. Use it in headlines, opening lines, and calls-to-action to reinforce the core concept.
• •Maintain a Storytelling Voice: Frame product descriptions, social media posts, and even promotional offers as parts of a larger story. Talk about the "experience," the "wisdom," or the "lesson" in each bottle, not just the ingredients.
• •Use Witty and Warm Language: The tone should be clever but not arrogant. It should feel like sharing a witty observation with a good friend over a beer. Use inclusive language that invites conversation.
• •Connect Proverbs to Occasions: Create relevance by linking specific proverbs and their corresponding beers to relatable life moments, celebrations, or moods (e.g., a light beer for a hot day, a dark beer for a quiet evening). This makes the brand a natural part of the customer's life.
• •Integrate the Visuals and the Text: Ensure the copy complements the brand's distinct artistic style. The text should feel as crafted and culturally rich as the illustrations on the labels. The two elements must work together to tell the same story.

Social Perception

Artistic Craft Brewery with a Clever Concept. The public perceives Cerveza Refrán as more than just a brewery; it is viewed as an artistic and clever brand. Customers and fans appreciate the unique concept of naming beers after proverbs, which differentiates them in a competitive craft beer market. They are respected for their award-winning products and their strong, aesthetically pleasing visual identity. The perception is that of a high-quality, local, and authentic Mexican craft beer that is both fun and culturally rich.

Copy Examples

• •Dicen que 'al que madruga, Dios le ayuda'. Pues nosotros madrugamos para crear esta nueva Lager, y la ayuda divina vino en forma de lúpulo fresco y maltas selectas. El resultado es celestial. #CervezaConHistoria #NuevoRefrán
• •Para cada ocasión, hay un refrán. Y para cada refrán, tenemos una cerveza. Descubre tu nueva historia favorita en nuestro Pack Surtido. Porque 'en la variedad está el gusto'. Pídelo ahora.
• •Some stories are told. Ours are uncapped. Cerveza Refrán. The beer that gives you something to talk about. (On-screen text: Cerveza Refrán. Para todo mal, una historia que contar.)
• •No dejes para mañana... la cerveza que puedes disfrutar hoy. Hola [Customer Name], la vida es muy corta para beber cerveza aburrida. Te recordamos que 'obra empezada, medio acabada'. Ya nos conoces, ahora termina la obra y vuelve a disfrutar del sabor de una buena historia. Tu refrán favorito te está esperando.
• •Al buen entendedor, pocas palabras. Y a un gran conocedor, una gran cerveza. Cerveza Refrán. Hecha con la sabiduría de nuestra gente. Encuéntranos en [List of local bars/stores].