Brand Tone

Playful, Humorous, Confident, Bold, Approachable, Friendly, Quality-Conscious, Community-Oriented & Proudly Local (Saskatchewan)

Brand Values

• •Quality & Craftsmanship
• •Authenticity & Transparency
• •Fun & Celebration
• •Rebellion & Daring to be Different
• •Community & Local Pride

Best Practices

• •Embrace the "Bastard" (Playfully): Don't shy away from the irreverent, cheeky, and slightly rebellious aspect of the name. Use it confidently but always with a wink and a sense of fun, not crudeness. The humor should be inclusive and lighthearted.
• •Balance Fun with Quality: While the tone is playful, always weave in the commitment to high-quality ingredients (especially local Saskatchewan ones) and meticulous craftsmanship. Remind customers that behind the fun name are "serious spirits."
• •Keep it Conversational & Approachable: Write like you're talking to a friend – a witty, interesting friend. Use contractions, ask questions, and be relatable. Avoid overly formal or stuffy language.
• •Highlight the "Lucky" & Celebratory Vibe: Incorporate themes of luck, good fortune, celebration, and enjoying life's moments. The brand story itself is a testament to this.
• •Stay True to Saskatchewan Roots: Continue to emphasize the local connection through sourcing, community stories, and pride in being a Saskatchewan-based distillery. This adds authenticity and resonates with local and "support local" minded consumers.

Social Perception

Positive & Well-Regarded, Fun & Edgy, High Quality, Community-Minded, Memorable & Distinct

Copy Examples

• •Headline: Life's too short for boring booze. Get lucky with us. Body: At Lucky Bastard Distillers, we take our spirits seriously, but not ourselves. Handcrafted in Saskatchewan, every bottle is a taste of pure, unadulterated awesome. Why? Because you're a lucky bastard, and you deserve it.
• •Social Media Post (Image: Cocktail with their vodka): Caption: Weekend forecast: 100% chance of good times and great spirits. Our seven-times distilled vodka is so smooth, it's almost scandalously good. 😉 What lucky cocktail are you shaking up? #LuckyBastard #SeriouslyGoodSpirits #SaskatoonShines
• •Product Description (e.g., Flavoured Vodka): Meet your new lucky charm: [Product Name]. We took our ridiculously smooth, locally sourced Saskatchewan spirit and infused it with [flavour description - e.g., 'the bold kick of fresh dill pickles' or 'the sweet rebellion of Saskatoon berries']. It's daring, it's delicious, it's unapologetically Lucky Bastard.
• •About Us Snippet: Some folks win the lottery and buy an island. We built a distillery. Lucky Bastard Distillers: Born from a stroke of luck, built with Saskatchewan passion, and dedicated to damn good spirits. Come share the luck.
• •Event Promotion (e.g., Distillery Tour): Curious how we bottle liquid luck? Join our (free!) distillery tour and see how these award-winning spirits go from local grain to your glass. Fair warning: may cause extreme happiness and the urge to call yourself a Lucky Bastard. Book your spot – if you’re feeling lucky!