Brand Tone

Sophisticated, Authentic, Premium, Elegant, Worldly

Brand Values

• •Tradition & Heritage
• •Authenticity
• •Uncompromising Quality
• •Craftsmanship
• •The Perfect Serve

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the specific tone (Sophisticated, Authentic, Premium, Elegant, Worldly), approved vocabulary (e.g., "crafted," "heritage," "botanicals," "discerning," "artesian") and phrases to avoid (e.g., slang, overly casual language, cheap/discount-focused terms).
• •Prioritize Storytelling: Weave the brand's rich heritage, the 1903 recipe, and the unique sourcing stories of ingredients into copy whenever appropriate. This reinforces authenticity and tradition.
• •Emphasize Quality and Craftsmanship: Use descriptive language that highlights the premium nature of the ingredients, the small-batch production, and the careful blending process. Focus on sensory details.
• •Maintain Visual & Verbal Harmony: Ensure that the copy's tone aligns with the elegant and sophisticated imagery used in marketing materials and on social media. The language should feel as premium as the product looks.
• •Understand the Discerning Consumer: Write for an audience that appreciates quality, heritage, and the finer details. The copy should resonate with individuals who view their choice of mixer as an integral part of a premium drinking experience, not just an afterthought.

Social Perception

High-End Mixer, Superior Taste & Ingredients, Aspirational, Knowledgeable Choice, Reliable for On-Premise

Copy Examples

• •Headline: Elevate Your Spirit. Discover the Heritage. Body: "Inspired by a 1903 family recipe, East Imperial tonic waters are crafted with the purest artesian water and sustainably sourced Asian botanicals. Experience the authentic taste that discerning drinkers worldwide prefer. Your cocktail deserves nothing less."
• •Headline: The Soul of Your Cocktail. Body: "Don't let an ordinary mixer dull the brilliance of your premium gin or vodka. East Imperial’s collection is meticulously designed to enhance, never overpower. Unearth the subtle notes and true character of your chosen spirit."
• •Headline: Tradition in Every Sip. Body: "Journey back to the golden age of cocktails. Our Old World Tonic is a testament to authentic craftsmanship, using Javanese Cinchona Bark and the purest ingredients, just as it was over a century ago. Taste the tradition."
• •Headline: Naturally Refined. Exceptionally Crafted. Body: "East Imperial stands apart. No artificial sweeteners, no compromises. Just the bright, clean taste of hand-picked botanicals and pure New Zealand spring water. For moments that call for the exceptional."
• •Headline: From the Ends of the Earth, To Your Glass. Body: "We travel the globe to source the most exquisite ingredients – from the ginger fields of East Africa to the yuzu groves of Japan. East Imperial invites you on a journey of flavour, creating a truly worldly drinking experience."