Brand Tone

Sophisticated & Elegant, Passionate & Reverent, Knowledgeable & Authoritative, Story-driven & Evocative, Contemporary & Forward-Thinking

Brand Values

• •Exceptional Quality
• •Terroir & Tūrangawaewae (A Sense of Place)
• •Craftsmanship & Expertise
• •Partnership & Relationships
• •Sharing Pleasure, Culture & Experience
• •Sustainability & Natural Approach

Best Practices

• •Embrace Sophistication with Warmth: Use articulate and evocative language that reflects the premium quality of the wines, but ensure it remains inviting and accessible, not alienating. Think "eloquent storyteller" rather than "academic lecturer."
• •Anchor in Authenticity & Place: Consistently weave in the concepts of Tūrangawaewae, the unique terroir of their vineyard sites, and the New Zealand heritage. This reinforces authenticity and a distinct sense of origin.
• •Highlight Expertise, Share Passion: Leverage Steve Smith MW’s knowledge and the team's passion. Share insights into viticulture, winemaking, and the sensory aspects of wine in a way that educates and inspires, rather than intimidates.
• •Focus on the "Why" Beyond the "What": Communicate not just what the wines are, but *why* they are special – the founders' vision, the connection to the land, the pursuit of excellence, and the desire to share pleasure.
• •Visual & Verbal Harmony: Ensure that the visual elements (photography, videography, design) consistently reflect the elegant, natural, and quality-driven verbal tone. The imagery should evoke the same sense of place, craftsmanship, and sophisticated enjoyment described in the text.

Social Perception

Premium & High-Quality, Respected & Trustworthy, Authentic & Connected to New Zealand, Innovative in Experience, Associated with Passion and Dedication

Copy Examples

• •Headline: Smith & Sheth: Where the Soul of New Zealand Meets the Art of Wine. Body: Discover CRU. Wines born from exceptional vineyards, nurtured by passion, and expressing the unique spirit of Tūrangawaewae – our place to stand. Taste the story in every glass.
• •Social Media Post (Image: Stunning vineyard landscape): Text: This land speaks. We listen. Our CRU wines are a conversation with nature, a testament to the remarkable terroir of Hawke's Bay. Experience the authentic taste of Aotearoa. #SmithandSheth #CRUwine #Turangawaewae #NZWine
• •Product Description (for a Chardonnay): Text: Elegance. Complexity. Distinction. Our Heretaunga Chardonnay is a carefully crafted expression of sun-drenched Hawke's Bay vineyards. Hand-selected grapes, meticulous winemaking, and a deep respect for the fruit culminate in a wine that is both powerful and gracefully expressive. Uncork a masterpiece.
• •Email Subject Line: An Invitation to Experience: The Smith & Sheth Oenothèque Body: Dear [Name], Journey with us into the heart of fine wine. At the Smith & Sheth Oenothèque and Heretaunga Wine Studio, we share more than just exceptional CRU wines; we share the stories, the passion, and the unique culture that define us. Book your tasting experience and discover your Tūrangawaewae.
• •Brand Story Snippet: Text: It began with a shared dream over a glass of Chardonnay – a vision to craft New Zealand wines that would stand among the world’s finest. Steve Smith MW and Brian Sheth united their expertise and passion, seeking out extraordinary vineyards to create wines that embody quality, pleasure, and the unmistakable essence of our land. This is Smith & Sheth. This is CRU.