Brand Tone

Playful & Punny, Friendly & Welcoming, Enthusiastic & Passionate, Community-Oriented

Brand Values

• •Discovery & Exploration
• •Quality & Craftsmanship
• •Fun & Enjoyment
• •Community & Connection
• •Value

Best Practices

• •Embrace the Puns: Consistently weave in dog-related puns and playful language. This is a core element of the brand's identity and makes the copy memorable and fun.
• •Focus on the "Why": Highlight the passion for craft beer ("by beer lovers, for beer lovers") and the joy of discovery. Emphasize the experience, not just the product.
• •Speak to the Community: Use inclusive language ("join the pack," "our members") to foster a sense of belonging. Encourage sharing and interaction.
• •Keep it Enthusiastic and Upbeat: Maintain a positive and excited tone. The copy should reflect the enjoyment and anticipation associated with receiving a new beer kit or visiting the restaurant.
• •Connect to the Restaurant Experience: Regularly tie the Beer Club benefits back to the Lazy Dog Restaurant experience (e.g., priority seating, discounts, draft upgrades) to reinforce the overall brand ecosystem and value.

Social Perception

Positive Value Proposition, Extension of a Liked Brand, Engaging & Fun, Loyalty Driver, Credible Beer Source

Copy Examples

• •Headline: Unleash a New Adventure Each Quarter! Body: Ready to fetch some amazing craft beers? Join the Lazy Dog Beer Club and get a curated box of 8 unique brews delivered to your favorite Lazy Dog Restaurant. Plus, wag-worthy perks await! #LazyDogBeerClub #CraftBeer #DogApprovedDrinks
• •Headline: Thirsty for More? Your Exclusive Beer Club Awaits! Body: Don't just dream about delicious, hard-to-find craft beers – get them! Our members enjoy themed beer kits, restaurant discounts, priority seating, and a community that’s always hoppy to see you. Sign up and let the good times roll (over!).
• •Headline: Stop Begging, Start Bragging! Body: Your friends will be howling with envy when they see your latest Lazy Dog Beer Club haul. Discover exclusive collaborations and get your paws on tasty perks at Lazy Dog Restaurants. What are you waiting for? Join the pack!
• •Headline: Every Dog Has Its Day... and Ours Get Beer! Body: Well, not *actual* dogs, but our human Beer Club members sure do! Enjoy quarterly themed beer releases, special tasting notes, and in-restaurant benefits that’ll make you feel like top dog. It’s more than a club; it’s a flavor expedition!
• •Headline: Life’s Too Short for Boring Beer. Fetch the Extraordinary! Body: The Lazy Dog Beer Club is your leash to a world of incredible craft brews. Each quarter brings new discoveries from amazing breweries, plus tail-wagging perks at our restaurants. Sit, stay, and sip something spectacular!