Brand Tone

Friendly and Welcoming, Community-Focused, Passionate and Proud, Wholesome and Fresh, Informative and Helpful

Brand Values

• •Quality and Freshness
• •Family Heritage
• •Local Support and Community
• •Customer Experience
• •Tradition and Legacy
• •Sustainability

Best Practices

• •Embrace "Family" and "Local": Consistently weave in terms like "family-owned," "local growers," "Cromwell community," and "Central Otago goodness" to reinforce these core values.
• •Focus on Freshness and Senses: Use descriptive language that appeals to the senses – "sun-ripened," "crisp apples," "sweet aroma," "bursting with flavour." Highlight "just picked" or "seasonal best."
• •Keep it Warm and Inviting: Use a friendly, approachable, and slightly informal tone. Phrases like "Come on down," "We'd love to see you," or "Your favourite treats" make the brand feel welcoming.
• •Share Stories: Briefly incorporate elements of the orchard's history or the story behind a product (e.g., "Our family has been growing these peaches for generations"). This adds authenticity and depth.
• •Be Enthusiastic and Passionate: Let the genuine love for fruit, food, and the region shine through. Use exclamation points where appropriate and convey excitement about new seasons or products.

Social Perception

Positive Reputation, Popular Stop, Friendly Service, Highlight on "Real Fruit Ice Cream", Family Attraction, Authenticity

Copy Examples

• •Instagram Post (Image: Close-up of freshly picked cherries): Sweet, juicy, and bursting with sunshine! 🍒 Our first pick of Cromwell cherries is here at Freeway Orchard. Come grab a punnet (or three!) and taste the season's best. #FreewayOrchard #CromwellCherries #FreshFruit #SupportLocalNZ #HawkesBayGoodness
• •Facebook Ad (Image: Family enjoying ice cream at the orchard): Make a sweet stop on your journey! 🍦 Freeway Orchard's famous real fruit ice cream is churning daily. Made with our own orchard fruits – it’s a taste of pure happiness. Bring the family! #RealFruitIceCream #CromwellNZ #FamilyFun #RoadTripNZ #FreewayOrchard
• •Website Banner (Image: Abundant display of various fruits and local products): From Our Family to Yours Since 1968. Discover the freshest local produce, artisan goodies, and the best real fruit ice cream in Cromwell at Freeway Orchard. Your taste of Central Otago awaits!
• •In-store Signage (by the local preserves): Taste the Local Difference! 🍯🍓 Our shelves are brimming with delicious preserves, handcrafted by our talented local producers. Support our community with every jar! #ShopLocal #CromwellMade #FreewayOrchardFinds
• •Promotional Email Subject: It's Apricot Season at Freeway Orchard! 🍑 Plus, What's New In-Store. Body Snippet: Hi [Customer Name], The wait is over! Our sun-ripened apricots are ready for picking and available now at Freeway Orchard. Perfect for snacking, baking, or making your own delicious jam. Stop by this week and experience the fresh taste of a Cromwell summer!