Brand Tone

The brand's tone of voice is a blend of passionate heritage and welcoming expertise. It is deeply rooted in the history and tradition of brewing in Coimbra, Portugal. The language used is evocative and proud, often referencing the brand's role in "revitalizing the brewing heritage of Coimbra." This historical pride is balanced with an inclusive and educational approach, inviting customers to "discover" their world. Phrases like "BEM-VINDO AO MUNDO PRAXIS" (WELCOME TO THE PRAXIS WORLD) create an immersive and friendly experience from the first interaction on their website. Social media and event promotions adopt an enthusiastic and community-oriented tone, positioning Praxis not just as a brewery, but as a cultural hub for locals, families, and tourists.

Brand Values

• •Heritage and Tradition
• •Craftsmanship and Quality
• •Community and Connection
• •Innovation and Education

Best Practices

• •Always connect the brand and its products to the rich history of Coimbra. Use storytelling to explain why Praxis exists—to restore a legacy. This narrative is a powerful differentiator.
• •When launching new beers, frame them as the next chapter in a long story. Use language that shows respect for traditional methods while embracing modern creativity (e.g., "A modern IPA built on a century of brewing wisdom").
• •Describe the beers with passion. Go beyond simple tasting notes and evoke feelings, places, and experiences. Connect the flavor to the quality of the local water and ingredients.
• •Adopt a welcoming, inclusive, and educational tone. Invite customers to be part of the "Praxis World" through events, tours, and social media engagement. Make them feel like guests, whether they are visiting the brewery or the website.
• •Consistently mention Coimbra, its landmarks, and its culture. Tag local partners, celebrate regional events, and position Praxis as an integral part of the city's identity. This strengthens local loyalty and provides authentic context for a global audience.

Social Perception

Praxis is perceived as a cornerstone of Coimbra's local culture and a symbol of regional pride. Customers and visitors see it as an authentic institution that successfully revived the city's brewing tradition. It is widely recognized as a high-quality craft brewery, with its beers, particularly the award-winning Imperial Stout and historic Onyx and Topázio brands, receiving significant praise. The physical location, which includes the brewpub and restaurant, is frequently described as a welcoming, family-friendly destination with a great atmosphere, though some note the food can be pricey. Online, Praxis is viewed as a national and international reference for Portuguese craft beer. The brand's active presence at festivals and its strong community engagement through events like the Praxis Beer Fest solidify its reputation as a dynamic and beloved local entity.

Copy Examples

• •More than a beer, it's a piece of Coimbra's history in every sip. We revived the legendary Topázio to honor our city's brewing soul. Taste the tradition. #Praxis #CervejaArtesanal #Coimbra #Topázio #BeerHeritage
• •Headline: Discover the Secret of Coimbra's Beer. Body: Ever wondered how we capture the spirit of Coimbra in a bottle? Go behind the scenes at Praxis! Join our factory tour to explore our brewing museum, see our craftsmen at work, and finish with a guided tasting of our award-winning beers. Book your journey into the heart of craft beer today!
• •Autumn is Calling. So is our New Pumpkin Ale. Crafted with seasonal spice and Coimbra soul. Limited batch, unlimited flavor. Get it before it's gone.
• •Subject: Taste the Award-Winners 🏆 Free Shipping on Your Next Praxis Box. Preview Text: Bring the world's best stout and our gold-medal lagers home. Stock up on tradition.
• •Crowned 'World's Best' at the World Beer Awards, our Imperial Stout is a monument to craft. A deep, complex, and velvety brew, it pours like liquid midnight with a rich tan head. Expect bold notes of roasted coffee, dark chocolate, and a whisper of dark fruit. This is not just a beer to drink; it is an experience to be savored. The culmination of our passion and Coimbra's heritage, perfected.