Brand Tone

Mysterious, Witty, and Erudite

Brand Values

• •Individuality
• •Craftsmanship & Curation
• •Sustainable Magic
• •Discovery & Wonder
• •Authenticity

Best Practices

• •Embrace the Pun: Use wordplay related to wine, spirits, and magic consistently (e.g., 'uncork your potential,' 'divine pairings,' 'spiritual vintage'). This is a cornerstone of the witty tone.
• •Speak from 'We': Write as if a collective of knowledgeable, slightly mischievous curators are running the shop. This creates the 'Erudite' and 'Mysterious' persona.
• •Balance Wit with Wisdom: For every witty remark, offer a genuine piece of knowledge or insight about the product. This builds trust and reinforces the brand's authenticity. For example, after a joke, explain the historical significance or practical use of an herb or crystal.
• •Use Evocative Adjectives: Favor descriptive and atmospheric words over simple, direct ones. Instead of 'good,' use 'enchanting,' 'potent,' or 'revelatory.' Instead of 'unique,' try 'singular,' 'curious,' or 'unearthly.'
• •Create a Brand Lexicon: Develop a list of on-brand words and phrases to use and a list of words to avoid. Use: Decant, Vintage, Uncork, Spirit, Essence, Divine, Curious, Arcane, Elixir, Brew. Avoid: Basic, Normal, Cheap, Must-Have, Ultimate, Simple. This ensures the language remains elevated and aligned with the brand's unique identity.

Social Perception

A Niche Haven for its target audience, seen as intriguing but potentially intimidating by the mainstream. Perceived as intellectually playful, making the esoteric more accessible, and aspirational as a tastemaker in its niche.

Copy Examples

• •Shuffle the past, present, and future with cards that have a history of their own. Our 'Second Vintage' Tarot Deck is crafted from 100% recycled fibers, because divination, like a fine wine, should be kind to the earth. Uncork your intuition.
• •Intoxicating Magic, Responsibly Decanted. Welcome to the Esoteric Emporium.
• •They say wisdom is in wine. We thought, why not in the bottle too? Wasted Wine's Esoteric Emporium began as a tipsy revelation: that magic is all around us, often in the very things society discards. We curate arcane tools and enchanted goods for the discerning mystic who prefers their spirituality with a splash of character. Come in and get mystified.
• •Feeling clouded? This Smoky Quartz is better than a cheap merlot for clearing the head and grounding your energy. It absorbs negativity so you don't have to. Think of it as the designated driver for your soul. #GetGrounded #CrystalHealing #WastedWineWisdom
• •Don't Let Your Magic Go to Waste...