Brand Tone

Adventurous & Inviting, Craft-Oriented & Passionate, Friendly & Welcoming, Nostalgic & Authentic, Community-Focused

Brand Values

• •Discovery & Adventure
• •Quality & Craftsmanship
• •Community & Inclusivity
• •Local Sourcing & Sustainability
• •Heritage & Authenticity
• •Bringing People Together

Best Practices

• •Embrace the "Adventure" Narrative: Consistently use words like "discover," "explore," "journey," "unlock," and "adventure" in product descriptions, social media posts, and event promotions to reinforce this core aspect of the brand.
• •Highlight Local Roots & Ingredients: Regularly mention the Kalamazoo heritage and the use of Michigan-sourced ingredients to emphasize authenticity and community connection. This resonates with pride in local craftsmanship.
• •Maintain a Welcoming and Inclusive Voice: Ensure all communications, from website copy to social media interactions, reflect the "open to all" speakeasy ethos. Use friendly, approachable language.
• •Tell Stories, Don't Just Sell Products: Weave in the Prohibition-era inspiration, the founders' journey, or the stories behind specific spirits. This creates a richer, more engaging brand experience than simple product features.
• •Visually Align with "Unlock" and Quality: Ensure imagery and design (especially on social media and packaging) reflect the "key" motif and the premium, crafted nature of the spirits, using the established sophisticated yet inviting aesthetic.

Social Perception

Customers and the public generally perceive Green Door Distilling very positively, often referring to it as a "Kalamazoo Gem." They are seen as a high-quality craft distillery offering unique and delicious spirits and cocktails. The staff is consistently lauded for being friendly, welcoming, and knowledgeable, contributing significantly to the positive experience. The tasting room atmosphere is a major draw, described as cozy, laid-back, and a great place to relax and socialize. The dog-friendly patio is a noted plus. Their efforts during the pandemic to produce hand sanitizer were recognized and appreciated, enhancing their image as a community-minded business. The brand is associated with adventure and quality, and their award-winning products reinforce this perception.

Copy Examples

• •Headline: Unlock Your Spirit of Adventure. Body: At Green Door Distilling, every sip is an invitation. Crafted in the heart of Kalamazoo since 2014, our award-winning spirits are made for explorers like you. Discover your new favorite. (Focus: Adventure, Quality)
• •Headline: Kalamazoo's Craft, Bottled. Body: We're proud to be Kalamazoo's first distillery since 1858, sourcing the best Michigan ingredients to bring you spirits with a story. Join us at the Tasting Room – where good times and great spirits meet. (Focus: Local, Craft, Community)
• •Headline: More Than a Drink, It's a Discovery. Body: Inspired by the welcoming speakeasies of old, Green Door is your modern-day hideaway for exceptional cocktails and genuine connections. Pull up a chair, adventure awaits. (Focus: Experience, Welcoming, Nostalgia)
• •Headline: Taste the Dedication. Body: From our Double Gold-winning Blueberry Liqueur to our acclaimed Botanical Gin, every Green Door spirit is a testament to our passion for craft. Experience award-winning flavor, right here in Kalamazoo. (Focus: Quality, Awards)
• •Headline: Your Key to an Unforgettable Evening. Body: Step behind the Green Door and into a world of handcrafted cocktails and warm welcomes. Whether you're a connoisseur or new to craft spirits, our door is always open. (Focus: Welcoming, Experience, Intrigue)