Brand Tone

Passionate, Eco-Conscious/Responsible, Community-Oriented, Authentic/Genuine, Approachable/Casual

Brand Values

• •Environmental Stewardship
• •Quality Craftsmanship
• •Community & Local Roots
• •Innovation
• •Passion for the Ocean

Best Practices

• •Always Circle Back to the Ocean: Whether directly or indirectly, ensure the copy reflects the brand's deep connection to the sea and coastal lifestyle. Use ocean-inspired language and imagery where appropriate.
• •Highlight Sustainability Authentically: Continuously and genuinely communicate the commitment to environmental responsibility, especially the E6PR, without greenwashing. Focus on impact and action.
• •Emphasize Quality and Craft: Reinforce the dedication to brewing high-quality beer with natural ingredients. Connect the craft to the passion behind the brand.
• •Maintain a Passionate and Approachable Voice: Write with enthusiasm that reflects the founders' love for beer and the ocean, while keeping the language welcoming and relatable to a broad audience.
• •Foster Community Connection: Use language that speaks to local pride and the shared values of protecting Florida's natural wonders. Encourage engagement and make customers feel part of a larger mission.

Social Perception

Positive Recognition for Eco-Initiatives, Craft Beer Enthusiast Appeal, Mixed Beer Reviews, Seen as a "Good Cause" Brand

Copy Examples

• •Headline: Sip Responsibly. Protect Our Oceans. Body: At SaltWater Brewery, every pint is a promise. Crafted with passion, packaged with purpose. Our Eco Six Pack Rings are safe for marine life, so you can enjoy great beer that gives back to the seas we love. Call to Action: Taste the Difference. Join the Movement.
• •Headline: Born from the Coast. Brewed for the Wild. Body: We're Floridians, surfers, and fishermen. The ocean is in our DNA, and it's in our beer. Discover authentic craft brews inspired by the saltwater lifestyle. Call to Action: Find Your Coastal Brew Today.
• •Headline: More Than Just Beer. It's a Commitment. Body: From pioneering edible six-pack rings to supporting marine conservation, we're dedicated to making a wave of change. Enjoy innovative brews from a brewery that cares. Call to Action: Explore Our Beers & Our Mission.
• •Headline: Your Local Pour with a Global Impact. Body: Delray Beach born and brewed, SaltWater Brewery is your community taproom with a conscience. Every sip supports cleaner oceans and a healthier planet. Call to Action: Visit Our Tasting Room & Be Part of the Solution.
• •Headline: Taste the Adventure. Respect the Current. Body: Our beers, like Screamin' Reels IPA and Sea Cow Milk Stout, are crafted with the spirit of the ocean. Enjoy bold flavors and know you're supporting a brewery that champions marine life. Call to Action: Grab a Six-Pack That Saves.