Brand Tone

Rebellious & Unconventional, Story-Driven & Evocative, Artistic & Edgy, Passionate & Dedicated, Engaging & Approachable, Confident

Brand Values

• •Individuality & Nonconformity
• •Resilience & Perseverance
• •Quality & Craftsmanship
• •Storytelling & Artistry
• •Authenticity
• •Innovation

Best Practices

• •Embrace the "Rebel with a Cause" Voice: Write with confidence and a touch of defiance, but always ensure the underlying message is about the quality and passion behind the wine. Avoid being aggressive; aim for intelligently provocative.
• •Use Storytelling Actively: Weave narratives into product descriptions, social media posts, and email marketing. Connect the wine names and label art to broader themes of history, struggle, art, or nature's untamed aspects.
• •Employ Vivid and Evocative Language: Use strong verbs and descriptive adjectives that appeal to the senses and the brand's edgy, artistic nature. Think "untamed," "bold," "defiant," "crafted," "elemental."
• •Maintain Visual-Verbal Consistency: Ensure the copy complements the striking and often dark visual branding. The words should feel like they belong with the imagery, reinforcing the same message and feeling.
• •Speak to an Adventurous Consumer: Address your audience as individuals who appreciate uniqueness, aren't afraid to try something different, and value authenticity and craftsmanship over mass-produced conformity. Acknowledge their intelligence and curiosity.

Social Perception

Positively Perceived for Quality, Distinctive & Memorable Branding, Unique Winery Experience, Seen as "Edgy" but Approachable, Good Value, Associated with Paso Robles

Copy Examples

• •Headline: Defy the Ordinary. Drink Tooth & Nail. Body: Some wines follow the rules. Ours make them. Unleash the bold spirit of Paso Robles.
• •Social Media Post (with image of The Fiend): Caption: They say to pick your battles. We chose them all. The Fiend: a wine that fights for flavor and never backs down. #ToothAndNail #PasoRoblesWine #UnconventionalWine
• •Product Description (for Rabble labels): Rabble [Wine Name]: More than a wine, it's a rebellion in a bottle. Inspired by [brief historical/artistic reference of the label], this [varietal] challenges expectations with [taste notes]. Dare to uncork history.
• •Email Subject Line: Your Taste Buds Called. They're Bored. Body Snippet: Tired of the same old sips? Tooth & Nail delivers wines with character, stories, and a little bit of beautiful defiance. Discover your new obsession.
• •Website "About Us" Snippet: We didn't just build a winery; we started a revolution. Tooth & Nail is forged from passion, perseverance, and a refusal to settle for anything less than extraordinary. This is wine with a backbone.