Brand Tone

Authentic & Passionate, Artisanal & Meticulous, Down-to-Earth & Approachable, Playful & Creative, Respectful & Environmentally Conscious

Brand Values

• •Sustainability & Environmental Stewardship
• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Minimal Intervention & Natural Ethos
• •Community & Collaboration
• •Drinkability & Enjoyment

Best Practices

• •Embrace Your Origin Story: Continuously weave in the unique narrative of Gareth and Rainbo's transition from marine science. This highlights passion, dedication, and a unique perspective that informs their meticulous, nature-first approach.
• •Highlight "Gentle" & "Folk": Let the name guide the language. Use words that evoke a sense of gentleness, care, community, and connection to the earth. Avoid overly aggressive or pretentious marketing jargon. Keep it approachable and human.
• •Balance Art and Science: Acknowledge the scientific background (precision, understanding of ecosystems) while emphasizing the artisanal, hands-on, intuitive aspects of winemaking. This reflects their "precise yet minimal intervention" philosophy.
• •Show, Don't Just Tell, Sustainability: Instead of just saying "sustainable," describe the practices: "organic and biodynamic farming," "flowering cover crops," "minimal intervention," "indigenous yeast fermentation." This builds credibility and paints a clearer picture of your values in action.
• •Focus on Sensory Experience and Enjoyment: While the wines are critically acclaimed and can be complex, ensure the copy also speaks to the pure joy of drinking them – their "drinkability," "refreshing" nature, and suitability for sharing with friends. Use evocative language that describes taste, aroma, and texture in an accessible way.

Social Perception

Highly Respected & Acclaimed, Authentic & Trustworthy, Innovative yet Grounded, Boutique & Sought-After, Passion-Driven

Copy Examples

• •Headline: Gentle Folk: Wine Born from Science, Crafted by Nature. Body: From studying seaweed to cultivating vines, our journey is one of passion. Discover Adelaide Hills wines made with minimal intervention and maximum respect for the earth. Taste the difference dedication makes. (Tone: Authentic, Passionate, Respectful)
• •Headline: More Than Natural. It's Gentle Folk. Body: We believe in honest wine. Organically farmed, biodynamically nurtured, and made with a light touch. Experience the pure, vibrant flavors of Basket Range in every bottle. Simply beautiful wine, for gentle enjoyment. (Tone: Down-to-Earth, Artisanal, Authentic)
• •Headline: Sip the Adelaide Hills. Seriously Drinkable. Body: Our small-batch wines tell the story of their vineyard. From playful Rainbow Juice to our nuanced single-vineyard Pinots, expect pure fruit, delightful textures, and wines made for sharing. Good wine, good folk. (Tone: Playful, Approachable, Artisanal)
• •Headline: Rooted in Sustainability. Crafted for Your Table. Body: At Gentle Folk, our commitment to the land is as deep as our love for winemaking. We farm biodynamically, letting nature lead the way. The result? Expressive, delicious wines you can feel good about. (Tone: Respectful, Authentic, Down-to-Earth)
• •Headline: Small Batches, Big Heart. The Gentle Folk Way. Body: Every bottle from Gentle Folk is a labor of love, meticulously crafted from our Adelaide Hills vineyards. We're scientists by training, winemakers by heart, dedicated to bringing you wines of purity and joy. Limited quantities, unlimited pleasure. (Tone: Passionate, Artisanal, Approachable)