Brand Tone

Passionate and Knowledgeable, Welcoming and Family-Oriented, Authentic and Grounded, Modern and Accessible.

Brand Values

• •Quality and Craftsmanship
• •Sense of Place (Terroir)
• •Family and Heritage
• •Hospitality and Community
• •Accessibility

Best Practices

• •Always Tell a Story of Place: Every piece of copy, from a social post to a label, should reinforce the connection to the Great Southern region, the Kalgan River, or the specific vineyard soil. This is the brand's strongest differentiator.
• •Balance Sophistication with Accessibility: Use evocative, sensory language to describe the wines, but ensure the overall tone remains welcoming. Avoid overly technical jargon that could alienate casual drinkers. The goal is to be an expert guide, not an intimidating gatekeeper.
• •Highlight the 'Family' and 'People' Angle: Share stories about the Fowlers, the winemakers, and the restaurant staff. Putting a face to the brand humanizes it and builds trust, reinforcing the 'family-owned' value.
• •Speak to the Full Experience: Remember that Willoughby Park is more than a winery. Copy should frequently mention the brewery, restaurant, and atmosphere to attract a broader audience and sell the complete destination experience.
• •Adapt the Tone for the Product Tier: Maintain a consistent brand voice but allow for nuances. The copy for the fun, accessible 'wine in a can' should be playful and energetic, while the copy for the premium 'Ironrock' range should be more reverent, elegant, and focused on legacy and craftsmanship.

Social Perception

The public and critics perceive Willoughby Park as a high-quality, reputable producer of fine wines from the Great Southern region, solidified by consistent high ratings and awards. It is seen as a premier destination in Denmark, WA, offering more than just wine tasting, with the combination of Boston Brewery making it attractive to a wider audience, including beer lovers and families. Customers likely view the brand as authentic and trustworthy due to its strong family story and deep connection to the local landscape.

Copy Examples

• •Introducing our 2024 Ironrock Chardonnay. Born from the unique ironstone soils of our Kalgan River vineyard and crafted with patience. This is more than a wine; it's a story of a season. A story of place. Ready to be shared or savored for years to come. Discover the new vintage—link in bio. #WilloughbyPark #Ironrock #GreatSouthernWine #Chardonnay
• •From Our Family to Yours. Discover the authentic taste of the Great Southern. Award-winning wines, craft beer, and a table always ready for you. Visit Us in Denmark, WA
• •The Perfect Day Out in Denmark? We’ve got it. Great wine for you, craft beer for them, and a playground for the little ones. At Willoughby Park and Boston Brewery, there's something for everyone. Enjoy wood-fired pizzas, live music, and the best of the Great Southern, all in one place. See What's On
• •A Taste of Summer: Our New Rosé is Here! Light, crisp, and bursting with red berry notes... our 2025 Kalgan River Rosé has arrived just in time for sunnier days. Plus, see our new 'wine in a can' options, perfect for your next picnic or BBQ!
• •A true expression of the Great Southern. This Shiraz is rich yet approachable, with vibrant notes of dark plum, blackcurrant, and a hint of spice. It’s a wine made for sharing—perfect for a hearty meal with friends or a relaxing evening. It embodies our belief that great wine should be part of everyday life.