Brand Tone

Playful & Witty, Inclusive & Welcoming, Enthusiastic & Passionate, Knowledgeable & Guiding, Community-Focused

Brand Values

• •Inclusivity: Creating a welcoming environment for all drinking preferences.
• •Community: Fostering connection and support among those exploring non-alcoholic lifestyles.
• •Choice & Empowerment: Providing diverse, high-quality alternatives to alcoholic beverages, empowering consumers to make mindful choices.
• •Destigmatization: Challenging societal norms around alcohol and making sobriety/mindful drinking feel positive and fun.
• •Quality & Sophistication: Offering complex and enjoyable non-alcoholic beverages that don't feel like a compromise.
• •Wellness: Supporting healthier lifestyles by providing alcohol-free options.

Best Practices

• •Embrace the Irony: Consistently lean into the playful, tongue-in-cheek nature of the "Killjoy" name. Use humor and wit to make content engaging and memorable, reinforcing the idea that not drinking can be fun and defiant.
• •Speak the Language of Inclusivity: Ensure all copy is welcoming to a diverse audience – from the committed sober individual to the casually curious. Avoid judgmental language and emphasize choice and exploration.
• •Champion the Community: Regularly feature customer stories (with permission), highlight community events, and use language that fosters a sense of belonging. Make followers feel like they're part of a movement.
• •Educate with Enthusiasm: Share knowledge about non-alcoholic beverages in an exciting and accessible way. Avoid overly technical jargon and focus on the experience, taste, and benefits.
• •Maintain Visual Consistency: While this is about copywriting, ensure the visuals accompanying the copy match the playful, modern, and vibrant yet sophisticated aesthetic seen on their Instagram and in their shop descriptions. This synergy reinforces the overall brand message.

Social Perception

Pioneering & Innovative, Supportive & Essential Resource, Community Hub, Positive & Fun, Knowledgeable & Trustworthy

Copy Examples

• •Headline: Be a Killjoy. Your liver will thank you. 😉 Explore Nashville's best booze-free sips! Body: Tired of the same old sparkling water? So were we. That's why Killjoy exists – to bring you all the flavor, fun, and fancy without the fuzz. Swing by our East Nashville spot and let us guide you to your new favorite AF (alcohol-free) adventure!
• •Social Media Post: Who said fun needs a hangover? 🤔 At Killjoy, we're serving up good times, great taste, and zero regrets. From NA craft beers to sophisticated spirit-free cocktails, we've got your feel-good fix. Come join the (Killjoy) Club! #NashvilleAF #SoberCurious #BoozeFreeFun #KilljoyNash
• •Product Spotlight: Meet your new evening ritual: [Product Name]. Complex, calming, and completely alcohol-free. Perfect for winding down or celebrating any damn thing you please. Taste the magic at Killjoy – where being a 'killjoy' is the coolest thing you can be. ✨
• •Event Promotion: Don't let the name fool you – our events are anything BUT a buzzkill! 🎉 Join us this [Day] for [Event Type, e.g., a tasting of new NA wines / our sober book club]. Good company, great drinks (on us!), and zero pressure. Link in bio to RSVP your spot in the joy rebellion!
• •Brand Story Snippet: Why 'Killjoy'? Because we're joyfully killing the idea that you need booze to have a blast, connect, or enjoy a sophisticated drink. Born from a desire for better options, we're here to shake up Nashville's drink scene, one delicious AF beverage at a time. Come say hi!