Brand Tone

Bold & Defiant, Confident & Assertive, Artisanal & Craft-focused, Authentic & Unfiltered, San Franciscan

Brand Values

• •Originality & Pioneering Spirit
• •Quality & Craftsmanship
• •Boldness & Individuality
• •Authenticity
• •Community & Heritage

Best Practices

• •Embrace 'Defiance' and 'Boldness': Use strong, active verbs and confident language. Avoid passive or hesitant phrasing. Words like 'fearless,' 'pioneer,' 'unconventional,' 'challenge,' and 'original' should be part of the vocabulary.
• •Highlight 'Craft' and 'Authenticity': Emphasize the handmade nature, traditional methods (copper pot still), quality botanicals, and the unfiltered aspect. This reinforces the premium, artisanal positioning.
• •Channel San Francisco: Infuse the copy with the spirit of San Francisco – its history of innovation, individuality, and breaking from the norm.
• •Be Direct and Confident about Flavor: Speak to the juniper-forward profile and high proof with assurance. Target those who appreciate a robust gin experience.
• •Maintain Visual and Verbal Consistency: Ensure that the assertive and defiant tone is mirrored in visual branding (as seen in their bottle redesign) and across all platforms, from website to social media captions and ad copy. Use taglines like 'More Firsts. Less Fear' and 'Live Life Unfiltered' consistently.

Social Perception

Respected Pioneer, Gin-Lover's Gin, High Quality & Robust, Classic yet Distinctive, Innovative within Tradition

Copy Examples

• •Headline: Don't Just Drink Gin. Defy Expectations. Body: Junipero. The original American craft gin. Unfiltered, unapologetic, and relentlessly San Franciscan since 1996. Taste the spirit of defiance. #JuniperoGin #LiveLifeUnfiltered
• •Headline: Born Bold. Crafted in San Francisco. Body: We started a revolution in 1996. Junipero Gin: 98.6 proof of pure, juniper-forward conviction. For those who chart their own course. #OriginalCraftGin #SanFranciscoStrength
• •Headline: This Isn't Your Standard G&T Fodder. Body: Junipero Gin. Made for the Martini that means business. Twelve botanicals, pot-distilled, and unfiltered for a taste that’s as original as you are. #MoreThanAnOunceOfDefiance #JuniperoMartini
• •Headline: Filtered? We Prefer Flavor. Body: Junipero Gin. We leave it unfiltered, just like life should be. Experience the bold, complex character of America's first craft gin. #UnfilteredGin #CraftSpirit
• •Headline: San Francisco Raised Us. Boldness Defines Us. Body: Since 1996, Junipero Gin has bottled the unconventional spirit of its hometown. Dare to be different. Drink Junipero. #JuniperoSF #PioneerSpirit