Brand Tone

Knowledgeable & Passionate, Curated & Discerning, Approachable & Community-Oriented, Modern & Clean

Brand Values

• •Quality & Craftsmanship
• •Curation & Discovery
• •Knowledge & Expertise
• •Community Focus
• •Customer Experience

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Vessel's tone (knowledgeable, passionate, approachable, curated, modern) with examples of "do's and don'ts" for easy reference by anyone creating content.
• •Focus on Storytelling: Don't just list products; tell the story behind them. Who made it? What makes it special? How is it best enjoyed? This naturally brings out passion and knowledge.
• •Educate, Don't Intimidate: Share expertise in a way that empowers customers, not makes them feel uninformed. Use clear, descriptive language, and be open to questions. Avoid overly technical jargon unless explained.
• •Showcase Your People: Featuring staff picks, insights, and faces humanizes the brand and reinforces the approachable, community-oriented aspect of the tone.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy aligns with the visual style of photography and design. A sophisticated photo should be paired with equally well-crafted copy, not overly casual slang (unless that is a defined part of a specific campaign's persona). Consistency across all platforms is key.

Social Perception

Positive, Go-To for Specific Needs, Slightly Premium (Potentially), Engaged with the Beverage Scene

Copy Examples

• •Instagram Post (New Arrival - Natural Wine): Just landed: a vibrant, low-intervention Gamay from the Loire Valley that’s practically buzzing with energy! 🍇 Expect notes of fresh red berries, a hint of forest floor, and the kind of juicy acidity that makes you reach for a second glass. Perfect for your next dinner party or a quiet evening of discovery. Swing by and let us tell you more about why we’re so excited about this one! #NaturalWine #VesselLiquor #NewArrival #LoireValley #GamayLove
• •Facebook Ad (Highlighting Local Craft Beer): Victoria, your local craft beer scene is calling! 🍻 We’ve stocked our fridges with the freshest IPAs, richest stouts, and crispest lagers from [Local Brewery Name] and other island favourites. Support local, drink exceptional. Explore the best of BC, right here at Vessel. #CraftBeer #VictoriaBC #SupportLocal #VesselStaffPicks #DrinkLocal
• •Website Banner (Promoting Spirits Selection): Beyond the Usual: Explore a World of Artisan Spirits. From rare whiskies to small-batch gins and unique agave spirits, our curated collection is waiting to inspire your next cocktail or perfect sip. Discover your new favourite at Vessel.
• •Email Newsletter Snippet (Educational Content): Ever wondered what makes a 'natural wine' natural? This week on the Vessel Blog, we dive into the philosophy and practices behind these expressive, minimal-intervention wines. Plus, a few staff favourites that truly shine. Read more and explore our collection in-store! [Link to Blog]
• •In-Store Signage (Staff Pick): VESSEL STAFF PICK: [Product Name] - '[Staff Member's Name]' says: 'This [Type of Product] is a game-changer! Incredible [mention a key characteristic like flavour, aroma, smoothness] that pairs beautifully with [food suggestion or occasion]. Don't miss out on this gem!'