Brand Tone

Passionate & Enthusiastic, Independent & Proudly Local (Cardiff), Approachable & Friendly, Slightly Edgy/Playful (Devil Motif), Honest & Unpretentious, Community-Focused

Brand Values

• •Quality & Flavour
• •Freshness & Local Production
• •Independence
• •Passion for Beer
• •Community Engagement
• •Authenticity
• •Innovation

Best Practices

• •Embrace the "Crafty but Friendly" Devil: Use playful, slightly mischievous language where appropriate, but always keep it welcoming and inclusive. Think "cheeky" rather than "evil."
• •Keep it Cardiff Proud: Weave in references to Cardiff, their local roots, and their role as a community brewery. This reinforces authenticity and local pride.
• •Focus on Flavour and Passion: Let the enthusiasm for the beer shine through. Use vivid, appealing language to describe the taste, aroma, and brewing process, highlighting the quality ingredients (especially hops).
• •Stay Authentic and Unpretentious: Avoid overly corporate or jargon-heavy language. Keep the tone conversational, honest, and down-to-earth, reflecting their shed-to-brewery journey.
• •Engage Like a Mate: When interacting on social media or writing newsletters, adopt a friendly, approachable tone, as if talking to a friend in the pub. Encourage interaction and build that community feel.

Social Perception

Local Champions, Quality Brewers, Authentic and Passionate, Community-Oriented, Growing & Ambitious

Copy Examples

• •Website Homepage Banner: "Cardiff's Own. Devilishly Good Beer. Brewed fresh, packed with flavour, and fiercely independent. This is Crafty Devil."
• •New Beer Launch (Social Media): "Warning: May cause extreme happiness! 🔥 Our latest creation, 'Hop Fiend Hazy IPA,' has just landed. Brewed right here in Cardiff with a sinful amount of [Hop Name] and [Hop Name] hops. Get it before the devils drink it all!"
• •About Us Snippet: "Born in a Cardiff garden shed, raised on a passion for proper beer. We’re Crafty Devil – no frills, no fuss, just damn good brews made by people who love beer, for people who love beer. We’re your local, independent alternative. Cheers to that!"
• •Event Promotion (Taproom): "Get your horns on and head down to the Cellar this Friday! We're tapping a special one-off brew and the vibes will be pure Cardiff. Good beer, good mates, good times – the Crafty Devil way."
• •Product Description (e.g., for their 'Mikey Rayer All Dayer'): "The legend, the local hero, the pint you can session all dayer. Our Mikey Rayer Session Pale is pure Cardiff refreshment. Crisp, hoppy, and dangerously drinkable. Brewed with pride, just for you."