Brand Tone

Artisanal, Knowledgeable, Welcoming, Slightly Whimsical, Earthy, Approachable

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Discovery & Exploration
• •Community & Connection
• •Sustainability & Natural Practices

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of the Folkways tone (Artisanal, Knowledgeable, Welcoming, Slightly Whimsical, Earthy, Approachable). Include examples of "do's and don'ts" for language and style.
• •Focus on Storytelling: Instead of just listing product features, weave narratives around the producers, the origin of the ingredients, the crafting process, or the experience of enjoying the product. This reinforces the "Folkways" and "Artisanal" aspects.
• •Use Evocative and Sensory Language: Appeal to the senses by describing tastes, aromas, textures, and the overall feeling a product evokes. This aligns with the passion for discovery and the quality of the offerings. (e.g., "crisp minerality," "velvety tannins," "a whisper of smoke").
• •Maintain an Educational yet Accessible Approach: Share knowledge about wine regions, grape varietals, distillation methods, or food pairings in a way that is informative but not intimidating. Avoid overly technical jargon unless explained. This builds trust and positions Folkways as a knowledgeable guide.
• •Engage Authentically: When responding to comments or writing social media captions, let the genuine passion for the products and the community shine through. Use "we" and "us" to foster a sense of connection, and don't be afraid to show personality that aligns with the "welcoming" and "slightly whimsical" elements of the brand.

Social Perception

Positive & Appreciative, Niche & Boutique, Trusted Source, Aesthetically Pleasing

Copy Examples

• •Instagram Post (New Wine Arrival): "Sun-drenched grapes, ancient vines, and a story in every bottle. ✨ Our latest arrival from [Producer Name] in [Region] is a [Wine Type] that sings of its terroir. Expect notes of [Flavor 1], a whisper of [Flavor 2], and a finish that will have you dreaming of [Place/Feeling]. Come explore the soul of [Producer Name] with us. #FolkwaysWines #NaturalWine #ArtisanalSpirits #NewCollection #WineStory"
• •Website Product Description (Spirit): "Meet [Spirit Name], a small-batch [Spirit Type] crafted with unwavering dedication by our friends at [Distillery Name]. Distilled using [Key Ingredients/Method], it offers an authentic taste of [Origin/Tradition]. Perfect for contemplative sipping or elevating your favorite classic cocktail. Discover the craft. #FolkwaysSpirits #Artisanal #SmallBatch #DrinkCuriously"
• •Email Newsletter Subject Line: "Uncork the Unexpected: New Arrivals & Stories from the Cellar" Email Body Snippet: "This week at Folkways, we're journeying to the heart of [Region] to bring you [Wine/Spirit Name], a true expression of its maker's passion. We believe every bottle has a tale to tell, and this one speaks of [Brief, evocative description]. Find your new favorite story with us."
• •Promotional Banner (Website): "Curated for the Curious Palate. Explore Wines & Spirits with Character. Shop Folkways."
• •Social Media Ad (Targeting Local Community): "Tired of the same old sips? Folkways in [Neighborhood/City, if applicable, or 'online'] brings you a world of handpicked natural wines and artisan spirits. Discover unique flavors and the stories behind them. Let's find your next favorite bottle together! Link in bio to explore. #SupportSmall #DrinkLocalLove #FolkwaysFinds"