Brand Tone

Sophisticated yet adventurous, evocative and descriptive, friendly and approachable.

Brand Values

• •Quality and Craftsmanship
• •Adventure and Discovery
• •Modern Indulgence
• •Storytelling and Experience
• •Regional Pride

Best Practices

• •Embrace the Narrative: Consistently weave the story of Graf Jan van Juniper into your copy. Use storytelling language that evokes travel, discovery, and craftsmanship.
• •Use Sensory Language: Describe the gin's unique, fruity flavor profile with rich, evocative adjectives. Go beyond listing ingredients and describe the taste experience.
• •Maintain a Sophisticated Yet Accessible Voice: The tone should feel premium but not exclusionary. Balance elegant phrasing with a friendly and inviting call to action.
• •Highlight Quality and Origin: Always reinforce the brand's commitment to high-quality ingredients, traditional distillation, and its Frisian roots to build trust and authenticity.
• •Adapt for the Platform, but Not the Personality: While the format may change from a website to an Instagram post, the core personality—adventurous, sophisticated, and high-quality—should remain consistent across all channels.

Social Perception

A modern gin for those preferring a less traditional, fruit-forward taste; seen as a high-quality, craft product, with its storytelling element being a notable feature. Perceived as a good choice for gin newcomers or those who enjoy a sweeter, more aromatic spirit.

Copy Examples

• •Let the spirit of discovery pour into your glass. Our Graf Juniper Gin, with its hint of apple and vanilla, is the perfect start to your next adventure. Where will it take you tonight? #GrafJuniper #Ginspiration #CocktailHour
• •Inspired by the World, Crafted in Frisia. Discover the extraordinary taste of Graf Juniper—a gin for the modern explorer. [Shop Now]
• •Each bottle of Graf Juniper Dry Gin is a testament to a journey. Aromatic notes of elderflower and a whisper of vanilla, collected from afar by the Graf himself, are artfully distilled to create a gin that is both smooth and surprisingly fruity. Perfect for those who seek the exceptional.
• •Elevate your next event from a simple gathering to a storied experience. The Graf Juniper mobile bar brings a touch of aristocratic flair and exceptional gin cocktails directly to you. Inquire about the 'Juniper's Experience' today.
• •Zero alcohol, 100% adventure. Our Juniper Alkoholfrei offers the complex botanical journey of our signature gin, without the spirits. For clear minds and curious palates. #MindfulDrinking #AlcoholFree #GrafJuniper