Brand Tone

Celebratory, joyful, and friendly. The tone is informal and personal, using evocative and emotional language to associate the product with positive experiences like celebrating, gifting, and sharing, making the customer feel part of a happy, shared experience.

Brand Values

• •Joy and Celebration
• •Artisanal Quality
• •Sharing and Connection
• •Customer-Centric Evolution
• •Balanced Experience

Best Practices

• •Lead with "Alegría": Always connect the brand to the core concept of "joy." Use synonyms and related emotional words like "celebration," "smile," "share," and "special moments" consistently in all copy.
• •Use Evocative, Sensory Language: Describe the experience, not just the product. Use words that evoke taste, temperature, and feeling, such as "refreshing," "ice-cold frappé," "perfectly balanced," and "surprising taste."
• •Maintain a Friendly and Personal Tone: Write as if you are talking to a friend. Use inclusive language ("we," "you," "us") and directly address the customer to build a personal connection.
• •Tell the Story: Continuously reference the brand's artisanal roots and its customer-driven evolution. This reinforces authenticity and quality, distinguishing it from mass-produced alternatives.
• •Focus on the "Occasion": Frame the product as the solution for social events and personal celebrations. Whether it’s a large party or a small gift, Legri Sangria should be positioned as the ideal companion for creating happy memories.

Social Perception

Legri Sangria is perceived as a local, premium, and festive beverage option in Medellín. Its presence on delivery apps positions it as a convenient, on-demand treat for social occasions. The brand aims to build a strong, personal connection with consumers through its story-driven narrative, leveraging existing recognition and loyalty from its origins.

Copy Examples

• •Don't just meet up. Celebrate. Our artisanal frappé sangria is joy, bottled. Order now and bring the happiness home.
• •The original taste of joy. A perfect, refreshing blend of white and rosé wines with sweet lychees and fresh strawberries. Every sip is a memory in the making.
• •Your Weekend Just Got Happier 🎉 (Body): Planning a get-together? Or maybe a quiet night in? Make it special with Legri Sangria. Our signature frappé blend is handcrafted to turn any moment into a celebration. Let us deliver the joy.
• •That 'it's finally Friday' feeling, bottled. Who are you sharing a Legri with this weekend? Tag your sangria squad! #LegriSangria #AlegriaEnFrappe #Medellin
• •It all started with a question: 'Can we take this to go?' What began as our restaurant's most-loved drink has become a mission: to bottle joy and deliver it to your door. We're Legri Sangria—your invitation to celebrate everything.