Brand Tone

Rebellious & Edgy, Passionate & Authentic, Community-Oriented & Friendly, Proudly Basque, Bold & Uncompromising

Brand Values

• •Quality
• •Craftsmanship & Passion
• •Innovation & Experimentation
• •Rebellion & Non-Conformity
• •Community & Collaboration
• •Artistic Expression

Best Practices

• •Embrace the "Rebel" Spirit: Use strong verbs, confident language, and a slightly defiant attitude. Don't be afraid to be bold and even a little provocative, aligning with their "Rebel Beers" identity.
• •Show, Don't Just Tell, the Passion: Instead of simply saying "we're passionate," let it shine through in descriptions of the brewing process, ingredient sourcing, or the story behind a particular beer. Talk about the "why."
• •Highlight Quality and Craftsmanship: Consistently mention the dedication to quality ingredients and meticulous brewing, reinforcing the "quality over quantity" philosophy.
• •Be Visually Consistent: Ensure that the edgy, artistic, and often dark visual aesthetic of their labels and branding is reflected in the imagery used in copy and social media posts.
• •Engage Authentically with the Community: While the tone can be rebellious, ensure community interactions remain genuine, appreciative, and reflective of the friendly aspect of their brand seen in events and collaborations. Use language that resonates with craft beer enthusiasts.

Social Perception

High-Quality & Respected, Bold & Flavorful, Creative & Artistic, Authentic & Passionate, Associated with Dark/Heavy Beers, Community Focused

Copy Examples

• •Headline (New Imperial Stout): "Unleash the Darkness. Our new [Beer Name] isn't just brewed, it's conjured. Dare to descend?" Body: "Forged in the fires of rebellion, this Imperial Stout is a monument to flavour. Expect no mercy, only pure, unadulterated satisfaction. #LaugarRebelBeers #HeavyBeers"
• •Headline (IPA Release): "Not Your Average Hop Water. COLD BLOOD. Pure. Bitter. Bold." Body: "We don't do bland. This West Coast IPA is a full-frontal assault of hops, crafted with passion for those who demand more. Get ready. #LaugarBrewery #CraftBeerRevolution"
• •Headline (Anniversary Beer): "[X] Years of Brewing the Revolution." Body: "They said it was a phase. We said it's a way of life. Celebrating [X] years of passion, quality, and beers that bite back. Thanks for riding with us. #LaugarAnniversary #StillRebels"
• •Headline (General Brand): "Laugar Brewery: Handcrafted Heavy Beers. No Shortcuts. No Surrender." Body: "Born from a thirst for real beer, we pour our heart and soul into every batch. Quality over quantity, always. This is Laugar. This is rebel beer. #BasqueCraftBeer #PassionForBeer"
• •Headline (Event Promotion - e.g., Rock & Beer): "Sound On. Beer Poured. Laugar's Rock & Beer is BACK!" Body: "Fuel your soul with roaring riffs and revolutionary brews. Join us for a night where the only thing heavier than the music is our stouts. Be there. #LaugarEvents #RockAndBeer #CraftCommunity"