Brand Tone

Rugged, Elemental, and Authentic, defined by resilience and an unwavering connection to its extreme South African West Coast location.

Brand Values

• •Pioneering Spirit and Resilience
• •Authenticity and Terroir
• •Community and Heritage
• •Quality and Craftsmanship

Best Practices

• •Anchor Everything to the Ocean: Every piece of communication should connect back to the sea, whether through literal descriptions or metaphorical language.
• •Use a Vocabulary of Resilience: Employ strong, active, and elemental words like "forged," "tempered," "rugged," "wild," "hardy," and "crashing waves" to reinforce the brand's core tone.
• •Tell the Human Story: Continue to share narratives of the founders, winemakers, and the Doringbaai community, focusing on overcoming challenges to create emotional connections.
• •Translate Place to Palate: Explicitly connect environmental factors (sea spray, red soils, cool climate) to the sensory experience of the wine, highlighting unique mineral and saline notes.
• •Embrace the Contrast: Lean into the powerful juxtaposition of fine, premium wine born from a harsh, wild environment, highlighting the blend of sophistication and authenticity.

Social Perception

Fryer's Cove is perceived as a unique destination offering a novel escape, with distinctive, high-quality wines recognized for their unique maritime flavor profile. Its authentic story, deeply connected to the Doringbaai fishing community and local history, resonates strongly with consumers.

Copy Examples

• •Most vineyards have a terroir. Ours has a tide. The cold Atlantic mist seasons our grapes, crafting a Sauvignon Blanc with a soul as wild as the West Coast itself. Taste the edge of the continent. #FryersCove #ForgedByTheSea #WestCoastWine
• •A Wine Tempered by the Atlantic.
• •This is not just winemaking. This is a battle between earth and ocean. And you can taste the victory in every bottle. Welcome to Fryer's Cove.
• •Grown 500 meters from the Atlantic shore, our Reserve is the purest expression of our maritime terroir. On the nose, distinct notes of oyster-shell and sea salt give way to layers of grapefruit and wild herbs. The palate is a testament to the resilience of our vines—a bracing, mineral-driven wine forged in the heart of the untamed West Coast.
• •Forged of Red Earth. Tempered by a Cold Sea. Drunk by the Discerning Few.