Brand Tone

Artisanal and Passionate, Premium and Refined, Nature-Inspired, Hyper-Local

Brand Values

• •Craftsmanship
• •Perseverance and Perfectionism
• •Authenticity
• •Quality
• •Local Identity

Best Practices

• •Tell the 'Two Brothers' Story: Always lead with the human element. The brand's most unique asset is its origin story. Frame the narrative around the founders' passion and dedication.
• •Anchor the Brand in Nature: Consistently use evocative language related to the Stockholm archipelago and Swedish forests. Words like 'wilderness,' 'handpicked,' 'homage,' 'spruce,' and 'coastline' reinforce the brand's identity.
• •Use Premium, Understated Language: Avoid hype and loud sales language. The tone should be confident but humble, reflecting a focus on the product's quality. Let tasting notes and awards speak for themselves.
• •Emphasize 'Local' and 'Handmade': Continuously use terms like 'nano-distillery,' 'made by hand,' 'small-batch,' and 'Tyresö, Stockholm' to reinforce the artisanal and local positioning.
• •Maintain Visual and Textual Cohesion: Ensure that the minimalist, clean aesthetic of the photography and bottle design is mirrored in the copy. The text should be concise, elegant, and focused, avoiding clutter and unnecessary jargon.

Social Perception

The perception of Ginlabbet Stockholm is that of a serious, high-end craft gin producer rather than a casual or experimental brand. As Perceived by Industry: The brand is seen as a legitimate and award-winning producer of classic-style gin, capable of competing on a quality basis. As Perceived by Consumers: Customers are likely to perceive Ginlabbet as a premium, local choice. Its placement in Systembolaget's 'Local & Small-scale' section positions it as a special purchase for those looking to support local artisans or try a gin with a distinct Swedish character. The connection to the archipelago adds a layer of romantic, natural appeal.

Copy Examples

• •It took 120 attempts to get it right. Not for an award, but for a taste we could truly call our own. Ginlabbet No1 is more than a spirit; it’s our story of passion, distilled in the heart of the Stockholm archipelago. Taste the dedication. #Ginlabbet #CraftGin #MadeInStockholm
• •From Our Archipelago, To Your Glass. Discover Ginlabbet Stockholm. A nano-distillery bottling the wild, authentic spirit of Sweden.
• •Inspired by the untouched wilderness that fringes our city. Ginlabbet No3 is a tribute to the Swedish forests, with distinct notes of spruce, oak, and pine. It’s a walk through the woods in every sip. The perfect base for a G&T that is both bold and profoundly Swedish.
• •Ginlabbet Stockholm: The Spirit of Perseverance.
• •Support local craftsmanship with Ginlabbet Stockholm, part of our Lokalt & Småskaligt selection. Created by two brothers in Tyresö, this handcrafted gin is a true taste of the archipelago. Find it in select stores.