Brand Tone

Authentic and Welcoming, friendly, personal, rooted in family passion, simple and direct, inviting rather than sales-driven.

Brand Values

• •Family & Heritage
• •Quality & High Welfare
• •Community & Connection
• •Authenticity & Stewardship

Best Practices

• •Always lead with the brand's passion for the farm, animals, and Dorset landscape, ensuring every piece of content echoes this love and stewardship.
• •Consistently use personal, collective pronouns like "we" and "our" to reinforce the brand as a family and a team, fostering personal connections.
• •Practice "show, don't tell" by using visual storytelling (e.g., photos of grazing cows, homemade cakes) to convey authenticity and explain quality rather than just stating it.
• •Embrace and share the personal story of the family's journey and the farm's history, as people connect with relatable human narratives.
• •Maintain a real and rustic aesthetic in photography, language, and overall design, aligning with the genuine, down-to-earth farm experience and avoiding overly slick corporate designs.

Social Perception

The public perceives Round Chimneys Farm as a genuine and idyllic countryside retreat, offering an experience beyond just products or services. It is viewed as trustworthy, hospitable, deeply connected to its land and animals, and seen as a successful local business that positively contributes to the community with high-quality, authentic offerings.

Copy Examples

• •Spring has officially sprung in our lambing shed! Meet the newest member of the Round Chimneys family. There's nothing quite like the quiet moments on the farm as we welcome new life. Come say hello and grab a coffee this weekend – our homemade cakes are waiting!
• •The grill is firing up and the local ales are on ice! Join us for our legendary Burger & Beer Night. It's simple: our 21-day aged Angus beef, a toasted brioche bun, and the best company. Book your spot and taste the difference that comes from a little corner of Dorset.
• •Escape the everyday and find your peace. Our historic, dog-friendly Farmhouse sleeps 12 and is steeped in countryside charm. Wake up to the sounds of a working farm, spend your days exploring the Jurassic Coast, and end them with a glass of wine by the log burner. This isn't just a holiday; it's a chance to reconnect.
• •As the leaves turn golden across our fields, our farm shop is stocked with the best of the season. From our rich, tender lamb perfect for a Sunday roast to locally-sourced Dorset cheeses, we've got everything you need to create the perfect autumn feast. Come on in and let us share a slice of our home with you.
• •Your Countryside Stop for Coffee and Calm. Whether you're on a dog walk, a cycle ride, or just escaping the office, our café is your sanctuary. Enjoy proper coffee, homemade cakes, and a view that'll make you forget the time. Find us just off the beaten path – we promise it's worth it.