Brand Tone

Confident, Direct, Unpretentious, Honest, Rebellious, Edgy, Authentic, Transparent, Humorous, Engaging, Community-Focused

Brand Values

• •Quality & Accessibility
• •Honesty & Transparency
• •Independence & Authenticity
• •Sustainability
• •Innovation & Challenging Norms
• •Hard Graft
• •Community & Place

Best Practices

• •Embrace the "East End Grit": Let the authentic, slightly rebellious, and unpretentious spirit of East London infuse all copy. Avoid overly polished or corporate language. Use direct, punchy sentences.
• •Honesty is the Best Policy: Be straightforward about products, processes, and even challenges (as seen with the founder's communications during administration). This builds trust and reinforces the "no-nonsense" value.
• •Focus on "Decent": Continuously reinforce the core message of "decent booze for decent people at decent prices." This differentiates ELLC from both mass-market and overly expensive "craft" brands.
• •Speak to Everyone (Inclusively): While edgy, the tone should remain inclusive. The core idea is that everyone deserves a good drink, so avoid alienating jargon or overly niche references. Keep it relatable.
• •Show, Don't Just Tell (with Attitude): Instead of just saying "quality," explain it with the "graft" involved, the ingredients, or the unique distillation processes. Always deliver these facts with the brand's characteristic confidence and a touch of defiance.

Social Perception

Positive Reputation for Quality & Value, Authentic East London Vibe, Resilient & Passionate, Go-To for Good Drinks & Experiences, Innovative Distiller, Trustworthy, Eco-Conscious

Copy Examples

• •Headline: East London Born. Globally Poured. Body: We don't do 'delicate notes' or 'hand-foraged botanicals whispered over by moonlight.' We do bloody good booze, distilled with East End grit, for anyone who knows a decent drink when they taste it. No fuss. No fortunes. Just proper spirits. #BoozeWithBottle
• •Headline: Your new old favourite. Or your old new favourite. Body: Forget what you think you know about London spirits. We’re ripping up the rulebook from our corner of Bow. Gin that bites back, Vodka that’s smoother than your chat-up lines, and Whisky that’s as bold as the East End itself. Come find your flavour.
• •Headline: Quality Spirits Shouldn't Cost The Earth. (Literally.) Body: We believe everyone deserves a top-notch tipple. That’s why we graft hard to make exceptional spirits at honest prices. And with Project Refill™ and lighter bottles, we’re doing our bit for the planet too. Decent booze, decent price, decent ethics. Simple.
• •Headline: The Spirit of East London? You're Looking At It. Body: From an old glue factory in Bow Wharf to your glass. We're inspired by the energy, the creativity, and the sheer nerve of East London. See it, taste it, feel it. Swing by the distillery, grab a tour, and let's raise a glass to the East. #DrinkEast
• •Headline: Less Crafty Bullsh*t. More Actual Craft. Body: While others are busy telling you stories, we're busy distilling. Real ingredients, real passion, right here in East London. The result? Booze that speaks for itself. Try our award-winning gin – you'll get it.