Brand Tone

Passionate & Dedicated, Quality-Focused & Premium, Authentic & Independent, Community-Oriented & Local, Approachable & Down-to-Earth, Environmentally Conscious

Brand Values

• •Quality & Craftsmanship
• •Independence & Authenticity
• •Community Focus
• •Sustainability & Environmental Responsibility
• •Passion
• •Enjoyment & Connection
• •Innovation & Tradition

Best Practices

• •Anchor to Your Core Values: Always ensure your copy reflects your foundational principles like quality, independence, community, and sustainability. Let these values guide the message.
• •Speak Authentically: Use genuine, straightforward language that reflects the family-owned, passionate nature of the brand. Avoid overly corporate jargon or marketing hype that doesn’t align with the down-to-earth yet premium feel.
• •Embrace the Noosa Connection: Consistently weave in the inspiration drawn from Noosa's environment and lifestyle. This creates a strong sense of place and relatability for those who know and love the area, and aspiration for those who don't.
• •Highlight Quality without Arrogance: Confidently communicate the meticulous care, quality ingredients, and expert processes that go into your beer, but do so in an approachable way that invites enjoyment rather than intimidating. The "Brewmaster" campaign is a good example of doing this with humor.
• •Be Consistent Across All Channels: Whether it's a social media post, website content, or a press release, ensure the tone remains consistent. This builds brand recognition and trust. Regularly review content to ensure alignment.

Social Perception

High-Quality Beer, Award-Winning, Respected Local Business, Sustainable & Ethical, Authentic and Passionate Brewers, Great Taproom Experience

Copy Examples

• •Headline: Crafted in Noosa. Enjoyed Everywhere. Body: From the pristine shores of Noosa, we bring you lagers brewed with passion and precision. It’s not just beer, it’s a taste of the coast. Independent. Family-Owned. Just Exceptional Beer. (Focus: Quality, Local, Authenticity)
• •Headline: The Art of Lager. Perfected. Body: We believe in doing one thing exceptionally well. For us, that’s lager. Clean, crisp, and refreshingly complex. Discover the dedication in every sip. (Focus: Specialization, Quality, Dedication)
• •Headline: Sunshine in a Glass. Body: Inspired by Noosa's laid-back lifestyle and brewed for those perfect moments. Grab a Heads of Noosa and unwind with a truly local, exceptionally crafted lager. (Focus: Lifestyle, Local, Enjoyment)
• •Headline: Our Commitment: Quality Beer, Thriving Community, Healthy Planet. Body: We’re more than just brewers. We’re part of Noosa. That means crafting exceptional beer, supporting our neighbours, and brewing with an eye on sustainability. Taste the difference passion makes. (Focus: Values, Community, Sustainability)
• •Headline: Why Rush Perfection? Body: Our lagers take time. Double the tank time, colder fermentation, and extended maturation. It’s the Heads of Noosa way – because exceptional taste is always worth the wait. (Focus: Process, Quality, Patience)