Brand Tone

Artisanal, Personal, Confident, and Unpretentious.

Brand Values

• •Purity and Place (Terroir)
• •Minimal Intervention (Lo-Fi)
• •Independence and Authenticity
• •Connection and Community
• •Intentionality and Craft

Best Practices

• •Lead with the Story: Every piece of copy, from a social media post to a product description, should connect back to the core narrative of Erin's journey, her philosophy, or the specific story of that wine. This personal element is the brand's strongest asset.
• •Use Confident, Unpretentious Language: Write with quiet authority. Avoid overly technical jargon but don't dumb down the concepts. Use confident phrases like "We believe," "Our focus is," and "The intent is." The tone should be educational but approachable, like a passionate friend sharing their discovery.
• •Emphasize "Place" Over "Process": While the minimal-intervention process is a key value, the result of that process is a sense of place. Focus copy on the terroir, the vineyard, the vintage, and the resulting flavors that make the wine unique, rather than getting lost in the technicalities of "native fermentation."
• •Maintain a Clean and Minimalist Aesthetic: The visual identity is clean and modern. The copy should mirror this. Keep sentences clear and concise. Use white space effectively on the website and in emails. The tone is profound but not flowery; the copy should be the same.
• •Be Authentic in Your Conviction: The brand stands for something—independence, purity, connection. This conviction should be present in all communications. Don't be afraid to state the brand's philosophy clearly, such as the choice to use minimal sulfur without subscribing to a rigid "natural wine" identity. This honesty builds trust and resonates with a discerning audience.

Social Perception

Overwhelmingly positive, positioning Little Frances Wines as a high-quality, authentic, and exciting producer. Industry insiders view Erin Pooley as a leader among a new generation of winemakers, producing refined, expressive, and compelling wines. Customers appreciate the unique, characterful nature of the wines, finding them distinct from mainstream offerings, high quality, and very drinkable.

Copy Examples

• •Meet our Beechworth Pinot Gris. We didn't try to tame it. We just gave it the time and space to become itself. The result? Pure texture, orchard fruit, and the kind of quiet complexity that makes you pause. This is a wine about place and patience. Available now on our website.
• •We believe Merlot should be joyful. Ours is a tribute to the grape’s bright, vibrant side. We de-stemmed the fruit but didn't crush it, capturing its pure dark plum and berry notes without heavy extraction. It’s elegant, endlessly drinkable, and the bottle that will disappear from the dinner table first. A gentle tannin structure makes it a friend to everything from roast chicken to mushroom ragout.
• •Great wine shouldn't be reserved for great occasions. Life is too short. Introducing Eleventh House—our new range of wines for the beauty of the everyday. Crafted with the same light touch and focus on quality as our signature Little Frances bottles, these are delicious, value-driven wines made to be shared any night of the week. Because the best moments are often the ones we don't plan.
• •Tired of the same old wine? We are, too. Little Frances was born from a desire to do things differently. Winemaker Erin Pooley uses a light touch to create wines that are pure, expressive, and full of personality—from California to her new home in Beechworth, Australia. Taste a wine that speaks of its place. Discover Little Frances.
• •From winemaker Erin Pooley, an independent spirit crafting wines that are both modern and timeless. This Shiraz is a pure expression of its cool-climate home in Beechworth. Forget heavy-handed oak and jammy fruit; think supple texture, blue fruits, and a hint of cold stone. It's elegant, refined, and utterly compelling. A testament to letting great fruit shine.