Brand Tone

Authentic, Unfiltered, Approachable, Down-to-Earth, Humorous, Playful, New England Rooted, Scrappy, and Passionate.

Brand Values

• •Authenticity/Honesty
• •Quality
• •Unfiltered Approach
• •Innovation & Growth
• •Customer Focus
• •Team & Culture

Best Practices

• •Embrace "Unfiltered" in Your Language: Use direct, honest, and straightforward language. Avoid overly polished or corporate-speak. Let the natural character of the brand shine through, just like the cider.
• •Keep it Approachable and Relatable: Write as if you're talking to a friend. Use humor where appropriate, but always maintain authenticity. Share behind-the-scenes glimpses or relatable moments.
• •Highlight Quality and Real Ingredients Consistently: Reinforce the message of "no shortcuts," fresh-pressed apples, and natural ingredients in product descriptions, social posts, and all marketing materials.
• •Infuse New England Personality: Subtly weave in the brand's heritage and connection to the region. This adds to the authenticity and sense of place.
• •Be Confident and a Little Playful: Don't be afraid to be bold and have fun with your copy. The "raucous and unapologetic" vibe can be very engaging if done genuinely. Use active voice and energetic language.

Social Perception

Positively Received for Taste & Quality, Seen as Authentic and Less Artificial, Appreciated for Local Roots, Engaging and Fun Brand, Innovative and Growing.

Copy Examples

• •Headline: Unfiltered. Unapologetic. Just Damn Good Cider. Body: We don't filter out the good stuff. Because why would anyone do that? Get the real taste of New England apples, straight from the orchard to your can. No shortcuts, ever. #DowneastCider #RealCider
• •Headline: Taste the Unfiltered Difference. Body: Remember what real cider tastes like? We do. That's why we leave all the natural flavor in. Cloudy? Yep. Delicious? Absolutely. Grab a Downeast and get back to basics.
• •Headline: Life's Complicated. Your Cider Shouldn't Be. Body: Fresh-pressed apples. No funny business. Just simple, honest, authentic cider crafted right here in New England. It’s cider, the way it’s meant to be.
• •Headline: Warning: May Cause Spontaneous Joy (and a desire for another). Body: We’re all about good times and even better cider. Our secret? We don’t have one. Just fresh apples and an unfiltered approach to everything we do. Cheers to that!
• •Headline: Shake Things Up. Literally. Body: That’s right, give that can a gentle shake – all that unfiltered goodness needs to mingle. It’s the Downeast way: a little unconventional, a lot more flavorful.