Brand Tone

Authentic & Passionate, Health-Conscious & Mindful, Inclusive & Sophisticated, Connected to Nature & Australia, Approachable & Friendly

Brand Values

• •Health & Wellbeing
• •Inclusivity
• •Authenticity & Transparency
• •Sustainability & Connection to Country
• •Quality & Sophistication
• •Fun & Presence

Best Practices

• •Embrace Authenticity: Always root your messaging in the genuine story and values of ETCH – the founders' journey, the passion for native ingredients, and the "Every Time Choose Health" philosophy. Avoid overly corporate or generic language.
• •Highlight the "Why": Consistently communicate the reasons behind ETCH Sparkling – promoting health, inclusion, connection to nature, and offering sophisticated adult alternatives. This is more compelling than just describing the product.
• •Use Evocative, Sensory Language: Describe the unique flavours and aromas of the native Australian ingredients. Words like "zesty," "aromatic," "complex," "delicate," and "refreshing" align with the product's sophisticated nature and help customers imagine the taste experience.
• •Maintain an Inclusive and Positive Voice: Frame messages to be welcoming to everyone, particularly those seeking non-alcoholic options. Focus on the joy, celebration, and connection that ETCH facilitates, rather than what it lacks (alcohol).
• •Educate Subtly: Weave in information about the native ingredients, their benefits, and the brand's sustainable practices. This reinforces the connection to Australia and the health-conscious values without being overly didactic. The Christmas beetle branding is a good example of a visual storytelling element.

Social Perception

Positive & Appreciative, A Welcome Alternative, Health-Focused Choice, Inclusive & Empowering, Support for Small, Ethical Business, Unique and "Table Proud"

Copy Examples

• •Headline: ETCH Sparkling: Every Time Choose Health. Every Time Choose Flavour. Body: Discover the vibrant taste of native Australian botanicals in every sip. Our sparkling beverages are crafted for mindful moments and sophisticated palates, because choosing health shouldn't mean compromising on joy or connection. Naturally sugar-free, uniquely Australian. (Tone: Health-conscious, Authentic, Sophisticated)
• •Headline: Raise a Glass to Being Present. Body: ETCH Sparkling is more than a drink; it’s an invitation to savour the now. Crafted with unique Australian native ingredients, our non-alcoholic sparkling offers complexity and delight, ensuring everyone feels part of the celebration. Here’s to real connection, naturally. (Tone: Inclusive, Mindful, Connected to Nature)
• •Headline: Taste Australia, Unbottled. Body: From Finger Limes to Davidson Plums, ETCH Sparkling brings you the authentic essence of our land. We partner with local growers to sustainably source the unique botanicals that make our drinks truly special. Sophisticated, refreshing, and proudly Australian-made. (Tone: Connected to Nature, Authentic, Sophisticated)
• •Headline: Not Drinking? You're Still Invited to the Flavour Party. Body: Tired of sugary sodas or plain water when you're out? ETCH Sparkling offers a truly adult, flavourful experience without the alcohol. Complex, aromatic, and designed to make you feel "table proud." Join the mindful drinking movement with ETCH. (Tone: Inclusive, Friendly, Health-Conscious)
• •Headline: Our Story is in Every Bubble: From Our Family to Yours. Body: Born from a personal journey towards health and a passion for Australia's incredible native ingredients, ETCH Sparkling is our way of sharing a better choice. Every can is a testament to choosing health, celebrating flavour, and fostering inclusion. Thank you for supporting our small Aussie dream. (Tone: Authentic, Passionate, Approachable)