Brand Tone

Creative, Communal, Playful, and Passionate

Brand Values

• •Community and Connection
• •Heritage and Rebirth
• •Craftsmanship and Local Sourcing
• •Experience

Best Practices

• •Embrace the "Bank" Puns: Consistently use financial and banking terminology playfully in your copy (e.g., "investment," "deposit," "interest," "assets," "vault"). This reinforces the brand's unique story and clever identity.
• •Focus on "We" and "Us": Use communal language that makes the audience feel like they are part of the CRAFT BANK community. Words like "join us," "together," and "our" are more powerful than "you" and "your."
• •Tell the Story Repeatedly: The origin story of the brewery in a renovated bank is a major asset. This narrative of rebirth and transformation should be woven into different aspects of your marketing, from social media posts to product descriptions.
• •Keep it Active and Energetic: The slogan "Beer in hand, let's do something" sets an active, inspiring tone. Copy should be encouraging and centered on action, creation, and experience rather than passive consumption.
• •Balance Playfulness with Passion: While the bank robber motif is fun, it should be balanced with genuine passion for the craft of brewing. Talk about the quality of your ingredients, the complexity of your flavors, and your dedication to making great beer. This ensures the brand is seen as both creative and credible.

Social Perception

An innovative and community-focused local enterprise; a destination with a unique story and atmosphere. Branding is clever and memorable, playfully subverting its past. Perceived by the craft beer community as a serious brewery producing a variety of interesting, locally-inspired beers.

Copy Examples

• •Unlock a new flavor. Our latest creation, 'The Getaway IPA,' is bursting with citrus notes and a hint of mischief. It's the perfect reward after a long week. Your taste buds won't know what hit them. #CraftBank #BeerHeist
• •This is more than a brewery. It's a think tank, a meeting place, a new beginning. All powered by craft beer. Welcome to our world. Beer in hand, let's do something.
• •Three years ago, we turned an old bank into a brewery. Now it's time to celebrate the interest we've earned. Join us for our 3rd Anniversary Party! Live music, exclusive brews, and the best community in town. Your presence is our greatest asset.
• •Become part of the crew. Our new bank robber totes and tees are in. Perfect for carrying your haul from the brewery or just looking criminally good. Get yours before they're gone.
• •We saw an old, forgotten bank and didn't see a vault for money, but a vault for flavor. Since 2020, CRAFT BANK has been brewing beers that bring people together. Using local ingredients and a lot of passion, we're building a community, one pint at a time.