Brand Tone

aspirational, innovative, and personal, speaking to the courage to forge a new path and discover one's passions. The language is inspiring and empowering, encouraging customers to defy the ordinary, with a strong emphasis on precision and artistry, blending the scientific with the creative, and an overall feel of authentic storytelling mixed with a premium, craft-oriented vocabulary.

Brand Values

• •Courage and Reinvention
• •Passion and Dedication
• •Innovation and Precision
• •Authenticity and Quality
• •Community and Connection

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core story of reinvention and passion. Whether it's a social media post or a product label, the narrative of breaking free should be a consistent thread.
• •Use Aspirational and Empowering Language: Employ words like 'discover,' 'journey,' 'passion,' 'courage,' 'unleash,' and 'reinvent' to maintain an inspiring and uplifting tone.
• •Balance Art and Science: Consistently mention the blend of creativity and precision in the distilling process. This reinforces the perception of a high-quality, innovative, and thoughtfully made product.
• •Speak Directly to the 'Maverick': Address the customer as an individual on their own unique path. Use 'you' and 'your' to make the message personal and create a sense of belonging to a community of like-minded individuals.
• •Maintain a Premium Vocabulary: Use descriptive and sophisticated language to describe the spirits, focusing on flavor notes, the quality of ingredients, and the smoothness of the finish to uphold the brand's premium positioning.

Social Perception

highly positive, positioning it as a premium, artisan distillery with a compelling backstory. Customers rate the products exceptionally well, frequently mentioning the 'exceptional flavor' and 'smooth finish'. The narrative of the founders' journey resonates, adding depth and authenticity, distinguishing it from larger companies. It is seen as a genuine Australian craft distillery that delivers on its promise of quality and unique flavor profiles, with branding aligning with innovation and exploration.

Copy Examples

• •It all starts with a single step. Our Genesis Citrus and Ginger Gin is a tribute to new beginnings and the courage to chase them. Zesty, bright, and impeccably smooth. What new dimension will you explore today? #FindYourNewDimension #CraftSpirits #Gin
• •More Than a Spirit. A Story of Reinvention. Forged from a passion to break free and create something extraordinary. Discover the taste of a dream pursued. Discover New Dimension Distilling Co. [Shop Now]
• •Subject: Ready for a New Dimension? We believe the greatest journeys are the ones we choose for ourselves. Years ago, we traded a world of code for a craft of passion. Every bottle we distill is a celebration of that leap. We invite you to taste the difference dedication makes. Use code DISCOVERY10 for 10% off your first order.
• •Life's too short for the ordinary. Our spirits are meticulously crafted for those who dare to be different, blending science with art and passion with precision. Elevate your moments. New Dimension Distilling Co.
• •A classic, reimagined. Our Ai. Zesty London Dry Gin is an innovative take on a timeless spirit. With a vibrant citrus-forward profile and a flawlessly smooth finish, it’s designed for the modern pioneer. Perfect in a Negroni, a classic G&T, or simply on the rocks. Taste the future of gin.