Brand Tone

Aspirational & Active, Health-Conscious & Mindful, Friendly & Approachable, Innovative & Modern, Authentic & Transparent

Brand Values

• •Wellness & Health: Providing healthier alcoholic beverage alternatives without sacrificing taste.
• •Sustainability & Environmental Responsibility: Actively planting trees with every purchase.
• •Quality & Natural Ingredients: Brewed (not pre-mixed), organic, and naturally Australian.
• •Adventure & Passion for Life: Catering to those who love the outdoors and an active lifestyle but also enjoy relaxing with a drink.
• •Community & Connection: Bringing people together and being part of their lifestyle and memories.
• •Innovation: Constantly developing new products and flavors that align with consumer trends and a "better-for-you" philosophy.

Best Practices

• •Embrace the "Better-For-You" Lifestyle: Always frame product benefits around health, wellness, and an active, positive lifestyle. Use words like "refreshing," "clean," "natural," "light," and "vibrant."
• •Speak Authentically Australian: Incorporate a friendly, down-to-earth, and slightly adventurous Aussie voice. Highlight local ingredients and Australian ownership where appropriate.
• •Be Aspirational but Inclusive: While showcasing an active and adventurous image, ensure the language feels welcoming to everyone looking for a healthier beverage option. Focus on shared experiences and enjoyment.
• •Highlight Sustainability and Values: Weave in messaging about environmental responsibility (like tree planting) and community focus to reinforce brand values beyond just the product.
• •Stay Energetic and Positive: Use active voice and an optimistic tone. The copy should feel uplifting and align with the feeling of enjoying life and making positive choices.

Social Perception

A modern, health-focused beverage company offering a guilt-free way to enjoy alcoholic drinks. An Australian brand that is environmentally conscious and supports local talent (athletes). Innovative in the rapidly growing seltzer and RTD market, offering unique and refreshing flavors. A brand that resonates with an active, outdoor-loving, and socially conscious demographic. Trustworthy, due to its transparency regarding ingredients and its "better-for-you" positioning. Growing in popularity and market presence, as indicated by its growth and expansion plans.

Copy Examples

• •Headline: Sip Smarter. Live Fuller. Gravity Seltzers. Body: Zero guilt, all the adventure. Our naturally brewed seltzers are low cal, low sugar, and packed with refreshing Aussie flavor. Grab a Gravity and make every moment count. #DrinkGravity #BetterForYouBrew
• •Headline: Your Adventure. Your Drink. Body: From sunrise surfs to sunset sessions, Gravity is made for your lifestyle. Brewed with organic ingredients for a taste as authentic as your experiences. What’s your Gravity moment? Share with #GravityAdventures
• •Headline: Taste the Good. Do Some Good. Body: Every can of Gravity helps us plant a tree in Australian bushland. Enjoy the crisp, clean taste of our low-sugar seltzers and join our mission for a greener tomorrow. Refresh your thirst, restore the earth. #SipSustainably #GravityCares
• •Headline: Athlete Approved. Weekend Ready. Body: We’ve teamed up with Aussie athletes who know the importance of balance. Gravity delivers a full-flavored, "better-for-you" buzz that won’t weigh you down. Elevate your downtime. #GravityLifestyle #WeekendVibes
• •Headline: Meet Your New Main Squeeze: Gravity Lemoncello Hard Soda. Body: Award-winning taste that’s big on flavor, not on sugar. Our Hard Soda Lemoncello is your perfect partner for those moments when only a zesty, refreshing kick will do. Experience the new wave of RTDs. #GravityHardSoda #FullFlavourLowSugar