Brand Tone

Smooth & Refined, Passionate & Inspiring, Modern & Social

Brand Values

• •Quality
• •Perseverance
• •Accessibility
• •Excellence
• •Passion

Best Practices

• •Always Circle Back to "Smooth": Whether describing the taste, a cocktail, or an experience, the word "smooth" is the brand's anchor. Use it consistently to reinforce the primary brand promise.
• •Tell the Founder's Story: Weave Teddy Jiyane's journey of perseverance into the brand narrative whenever possible. It adds a powerful layer of authenticity and differentiates TJ Vodka from mass-market competitors.
• •Focus on the "How" and "Why": Highlight the Italian heritage, the mountain water, and the grain blend. These details provide tangible reasons for the vodka's premium quality and justify the "smoother than average" claim.
• •Inspire, Don't Just Sell: Position the brand as a partner in the customer's own creative mixology journey. Use language that encourages experimentation and elevates their home bartending skills.
• •Maintain a Premium Aesthetic: Ensure all visuals—from photography to video—are clean, modern, and sophisticated. The visual identity should match the refined and smooth quality of the vodka itself.

Social Perception

A Premium Mixer, An Inspiring Underdog Story, A Sophisticated Choice

Copy Examples

• •Instagram Post - Headline: The start of a smoother weekend. Body: Crafted with passion and perseverance, our Italian grain vodka is the flawless foundation for your cocktail creations. What are you mixing up tonight? #TJvodka #SmootherThanYourAverage #CocktailHour
• •Website Banner - Headline: From 18 Years of Passion to the Perfect Pour. Sub-headline: Discover the story behind TJ Vodka—a premium spirit born from dedication, designed for your ultimate cocktail experience.
• •Facebook Ad - Headline: Elevate Your Home Bar. Body: Don't settle for average. TJ Vodka offers unparalleled smoothness that transforms any cocktail from good to exceptional. Made with pure Italian mountain water for a crisp, clean finish your guests will notice. Shop now for a taste of affordable luxury.
• •TikTok Video Concept - On-screen text: "They say hard work pays off." (Cut to shot of the founder's story). "We say it tastes smooth." (Cut to final shot of the finished cocktail). "TJ Vodka. Smoother Than Your Average." #MadeInItaly #Mixology #VodkaCocktails
• •Email Marketing Subject Line: Ready for a smoother cocktail experience?