Brand Tone

Playful and Fun, Trendy and Modern, Approachable and Unpretentious, Positive and Celebratory, Visually Driven

Brand Values

• •Accessibility: Making wine easy to understand and choose for those without extensive wine knowledge.
• •Positivity and Wellness: Connecting the brand with self-care, positive energy (inspired by rose quartz crystals), and mental wellbeing.
• •Customer Engagement: Building a community and encouraging interaction through social media.
• •Quality: Offering award-winning Prosecco and good tasting wines.
• •Modernity and Innovation: Breaking traditional wine marketing norms, particularly with emoji tasting notes and a strong digital focus.
• •Social Responsibility: Donating a percentage of profits to mental health charities.
• •Inclusivity: Being vegan-friendly allows more people to enjoy their products.

Best Practices

• •Embrace Emojis (Strategically): Continue using emojis as a core part of the brand's unique language, especially in tasting notes and social media, to maintain approachability and fun.
• •Keep it Positive and Upbeat: Language should consistently evoke happiness, celebration, and positive self-expression, aligning with the 'wellness' and 'positivity' values.
• •Stay Visually Connected: Ensure copy complements the highly visual and 'Instagrammable' nature of the brand. Use descriptive words that paint a picture and encourage sharing.
• •Be Relatable and Conversational: Avoid overly technical wine jargon. Write as if talking to a friend, using contractions and a friendly, informal style, especially on social media. This reinforces the idea of breaking down barriers in the wine world.
• •Highlight Core Values Subtly: Weave in mentions of key brand differentiators like being vegan-friendly, supporting mental health charities, and the quality of the Italian Prosecco in a natural, non-preachy way.

Social Perception

Trendy and Giftable, Good Quality for the Price, Appealing to a Younger Demographic, Fun and Approachable, Innovative

Copy Examples

• •Instagram Post (Image: Friends laughing with Liquid Diamond bottles): "✨ Sparkling moments just got an upgrade! ✨ Grab your besties, pop a Liquid Diamond, and let the good times flow. Who are you sharing a bottle with this weekend? Tag them below! #LiquidDiamondWine #ProseccoTime #WeekendVibes #ShareTheSparkle 🥂💖"
• •Product Description (Website - for a Rosé): "Think pink and sip on happiness! 🍓🌸 Our Liquid Diamond Rosé is like sunshine in a bottle – bursting with juicy berry flavours (think 🍒 & 🍓 emojis!) and a hint of floral magic. Perfect for picnics, parties, or just because. Go on, treat yourself! #LiquidDiamondRose #RoseAllDay #PrettyInPink #WineOClock"
• •TikTok Video Ad (Short, energetic clips of people enjoying the wine in various settings): (Text overlay & voiceover): "Tired of confusing wine labels? 🤯 We speak your language! 😉💎 Liquid Diamond: Looks good, tastes amazing. ✨ Find your new fave! #LiquidDiamond #EmojiWine #EasyDrinking #InstaWorthy"
• •Email Newsletter Subject Line: "Psst! 😉 Your Weekend Sparkle is Calling... (Plus, a little treat inside!)" (Body snippet): "Hey Diamond! Ready to make your weekend shine? ✨ Our award-winning Prosecco is here to turn any moment into a celebration. Forget stuffy wine talk – just delicious, bubbly fun (🍏🍐🍑 emojis explain it all!). Click here to shop and add some sparkle to your sips!"
• •Promotional Tweet/X Post: "Feeling fancy (without the fuss!). Liquid Diamond is your go-to for premium sips that are all about good vibes and great taste. 💎✨ Plus, we give back to mental wellness charities with every bottle! 💖 #LiquidDiamondWine #SipSipHooray #Wellness #DrinkGoodDoGood"