Brand Tone

Enthusiastic, Passionate, Approachable, Friendly, Innovative, Modern, Playful, Witty, Conscious, and Responsible.

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Innovation
• •Community Engagement
• •Urban Connection
• •Fun & Experience

Best Practices

• •Embrace "Urban ReGINeration": Consistently weave in the themes of urban sourcing, city life, and sustainable innovation. Use vibrant, energetic language that reflects the dynamic nature of London.
• •Lead with Sustainability (Authentically): Don't just mention sustainability; explain it. Highlight specific actions like local sourcing, waste reduction, or community projects to give weight to the claims. Make it a natural part of the story, not an afterthought.
• •Inject Playfulness and Wit: Continue using clever wordplay and a lighthearted tone where appropriate, especially in social media and more informal communications. This makes the brand memorable and approachable.
• •Focus on Quality and Experience: While highlighting sustainability, always tie it back to the premium quality of the spirits and the enjoyable experience of consuming them or visiting the venues. Words like "craft," "award-winning," "taste," and "discover" should be prominent.
• •Be Community-Centric and Inclusive: Speak directly to the audience, inviting them to be part of the Jim & Tonic journey, whether it's visiting a bar, trying a new product, or learning about their sustainable efforts. Emphasize the "people" aspect – from the distillers to the local partners to the customers.

Social Perception

Positive Reputation for Quality, Recognized for Sustainability, Seen as Innovative and Modern, Appreciated for Venue Experience, and Growing Brand.

Copy Examples

• •Headline: Sip Sustainably. Taste London. Body: At Jim & Tonic, we're not just distilling spirits; we're crafting a greener future, one delicious G&T at a time. Discover our award-winning urban gins, made with locally sourced botanicals and a whole lot of heart. #UrbanReGINeration
• •Headline: From Our Urban Distillery to Your Glass. Body: Experience the buzz of London in every bottle. Jim & Tonic blends innovative distilling with a passion for quality and sustainability. Join us for a tour, a taste, or simply your new favourite cocktail.
• •Headline: More Than Just Gin. It's a Movement. Body: We believe in good times and good practices. That’s why Jim & Tonic is dedicated to sustainable production, community partnerships, and, of course, exceptional spirits. Join the Jim & Tonic family.
• •Headline: Meet The Rum House: Same Jim & Tonic Spirit, New Bold Flavours. Body: We've taken our passion for sustainable, urban distilling and poured it into something new. Explore the rich, vibrant world of The Rum House – our latest adventure in craft spirits. Innovative, sustainable, and undeniably fun.
• •Headline: Your Perfect Serve, Sustainably Served. Body: Looking for award-winning taste that doesn't cost the Earth? Our gins and rums are crafted with care for the planet, from ethically sourced ingredients to eco-friendly packaging. Cheers to that!