Brand Tone

Friendly and Approachable, Humorous and Playful, Authentic and Down-to-Earth, Community-Focused and Inclusive, and Proudly Australian/Local (Sunshine Coast).

Brand Values

• •Mateship
• •Authenticity
• •Good Times/Simple Pleasures
• •Quality
• •Community
• •Passion

Best Practices

• •Embrace Aussie Slang (Authentically): Use local colloquialisms and a relaxed turn of phrase where appropriate, but don't overdo it or force it if it doesn't sound natural.
• •Focus on "Mateship" and Shared Experiences: Frame messaging around friendship, community, and enjoying good times together. Use inclusive language like "your mates," "we," and "us."
• •Keep it Positive and Upbeat: The brand is about fun and enjoyment. Copy should reflect this with an energetic and optimistic tone.
• •Be Conversational, Not Corporate: Write as if you're talking to a friend. Avoid overly formal language or stuffy corporate jargon.
• •Show, Don't Just Tell, the Fun: Use vivid descriptions and storytelling to convey the atmosphere of the brewpub and the enjoyment of their beers, rather than just stating facts. Incorporate user-generated content where possible to showcase real "mates" enjoying the brand.

Social Perception

Well-Loved Local Brand, Maker of Quality, Approachable Craft Beer, Fun and Welcoming Destination, Genuinely Friendly and Community-Oriented, and Successful Underdog Story.

Copy Examples

• •Facebook Ad (promoting a new seasonal beer): "Sun's out, new brew's out! Swing by Your Mates BrewPub and wrap your taste buds around our latest [Beer Style] – it's as refreshing as a dip at Mooloolaba. Tag a mate who needs this in their life! #YourMatesBrewing #SunshineCoastCraftBeer #NewBrew"
• •Instagram Caption (photo of friends laughing at the brewpub): "Good beer, good mates, good times. That's what we're all about. Who are you sharing a cold one with this weekend? 🍻 #YourMates #BrewPubLife #WeekendVibes #CraftBeerLover"
• •Website Homepage Banner: "More Than Just Beer, It's Mateship. Discover your new favourite drop and a place where everyone's welcome. Visit Your Mates BrewPub today!"
• •Email Newsletter Subject Line (for an event): "You, Your Mates, & Epic Tunes at the BrewPub This Saturday!"
• •Product Description (for "Larry" Pale Ale): "Meet Larry – everyone's best mate. This cracking Aussie Pale Ale is easy-drinking, full of tropical fruit notes, and perfect for any arvo session. Whether you're by the BBQ or at the beach, Larry's the go-to. Cheers to good times! 🤙"