Brand Tone

Wholesome & Family-Friendly, Authentic & Rustic, Informative & Helpful

Brand Values

• •Tradition & Family
• •Nature & Freshness
• •Experience over Product
• •Community

Best Practices

• •Prioritize 'Experience' Words: Use words that evoke feelings and senses—'sunny,' 'fresh,' 'juicy,' 'laughing,' 'memories,' 'tradition,' 'adventure.' The focus should always be on the experience of being there, not just the transaction of buying cherries.
• •Embrace User-Generated Content: Actively feature photos and positive comments from visitors. This reinforces the community value and provides authentic social proof that aligns with the brand’s rustic, genuine feel. When re-posting, use captions like, 'We love seeing your happy moments!'
• •Keep it Simple and Direct: Avoid corporate jargon or overly polished marketing language. The tone should feel personal and down-to-earth. Write as if you were speaking to a neighbor over the farm fence—friendly, clear, and helpful.
• •Be Transparent and Informative: A key part of the authentic farm persona is being upfront about the realities of agriculture. Be honest about picking conditions, weather closures, or when certain varieties are no longer available. This builds trust and manages visitor expectations.
• •Use a Consistent Visual Language: Ensure all photos and videos reflect the brand values. Focus on natural light, vibrant colors (the red of the cherries, the green of the leaves, the blue of the sky), and genuine, candid moments of people enjoying the orchard. Avoid overly staged or filtered images.

Social Perception

A Seasonal Destination, Quality Outdoor Activity, Authentic Farm Experience

Copy Examples

• •The countdown is on! Our trees are soaking up the spring sunshine, and we're getting everything ready for another spectacular U-Pick season. Get your baskets ready for a day of family fun and the freshest cherries you'll ever taste. Who are you bringing for your cherry-picking tradition this year? #MontysCherries #YarraValley #UPick #CherrySeason
• •Create Sweet Memories This Weekend! The trees are bursting with ruby-red cherries! Monty's Cherries is the perfect sunny escape. Bring the family, pack a picnic, and spend the day in our beautiful orchard. Fresh air, fresh fruit, and unforgettable fun. Open 9 am - 5 pm. Tap 'Learn More' for directions and tips for your visit!
• •We're Open! The 2025 Cherry Picking Season Has Officially Begun. Come and get the first, freshest picks of the year!
• •Just-picked perfection. What's the first thing you'd make with these beauties?
• •And that's a wrap! A huge thank you to every single person who visited us this season. Seeing your families enjoy our orchard makes all the hard work worthwhile. We're already looking forward to welcoming you back next year. Stay sweet! #MontysCherries #EndOfSeason #ThankYou