Brand Tone

The brand's tone is predominantly approachable, authentic, and passionate. They communicate in a down-to-earth and friendly manner, often using humor. The story of the founders' friendship and their "yin and yang" partnership adds a personal and relatable touch. Their product names and descriptions are often playful and fun (e.g., 'Spliced' Riesling named after an ice lolly, "Chardy Party"). This casual tone is balanced with a serious and passionate commitment to their social and environmental mission.

Brand Values

• •Sustainability: Their motto, "Smallest impact on the environment. Greatest impact on the community," is central to their identity. This is demonstrated through organic and minimal intervention winemaking, avoiding pesticides and synthetic fertilizers, and using sustainable packaging.
• •Community: The brand is deeply committed to giving back. This is evident in their numerous projects, such as providing meals and employment for the homeless, building community gardens, and establishing the "Forage Built" initiative for sustainable housing.
• •Authenticity and Passion: The brand is driven by the genuine passion of its founders. They are personally involved in all aspects of the business, from winemaking to community outreach. This hands-on approach builds trust and credibility.
• •Quality: While driven by purpose, they do not compromise on the quality of their products. They emphasize making "delicious vino" with a focus on small batches and quality over quantity.

Best Practices

• •Lead with Your 'Why': Always connect your products back to your core mission. Whether it's a new wine or a community update, reiterate the "Smallest impact on the environment. Greatest impact on the community" philosophy. This reinforces your brand identity and resonates with your target audience.
• •Keep it Real and Relatable: Continue to share the personal stories of the founders and the team. The "yin and yang" dynamic is a great narrative. Use a conversational and down-to-earth voice. Avoid corporate jargon and overly technical wine terms.
• •Inject Fun and Humor: Don't be afraid to be playful, especially with product names and descriptions. This makes the brand more memorable and approachable. The "Chardy Party" and "Rib Tickler" are great examples of this.
• •Show, Don't Just Tell: Use visuals to back up your claims. Share photos and videos from the vineyard, the winery, and your community projects. This provides tangible proof of your commitment to sustainability and social good.
• •Engage with Your Community: Respond to comments and messages on social media in a friendly and personal manner. Foster a sense of community around your brand by making your followers feel seen and heard. This aligns with your overall value of being community-focused.

Social Perception

Forage Supply Co. is perceived very positively by the public and its customers. They are seen as more than just a winery; they are a "social enterprise" and a "movement" for positive change. Customers are drawn to their ethical approach and the story behind the brand. They are respected for their transparency and genuine commitment to their values. The connection to a former AFL player, Justin Westhoff, also likely brings a degree of public recognition and trust.

Copy Examples

• •Meet the Caveman Carignan. Don't let the name fool you; this isn't a beast of a wine. It's our lively, unoaked red that's bursting with fresh plum and cherry. Perfect for those moments when you want something utterly irresistible. Sip, enjoy, and know you're supporting something bigger. #DrinkForGood
• •Wine tastes better when it does good. Every bottle of Forage Supply Co. you enjoy helps us build more than just a great vintage. It helps us build community gardens, support those experiencing homelessness, and create real change. This is wine with a purpose. Cheers to that.
• •More Than Wine. We're a movement for good. Our mission is simple: make delicious, sustainable wine that gives back to our community. Smallest impact on the environment, greatest impact on people. Join us.
• •Tired of the same old wine? Forage Supply Co. is doing things differently in the Barossa Valley. We create fun, approachable, and minimal intervention wines. Think organic, vegan, and packed with character. Oh, and every sip helps us fund social projects. Good wine that does good? Yes, please.
• •Remember those 'Splice' ice lollies from back in the day? We've bottled that refreshing, sun-shiny feeling. Our 'Spliced' Riesling is zesty, crisp, and made for pure enjoyment. It's like a perfectly ripe apple with a lime twist. The ultimate sunshine white!