Brand Tone

Curated, Calm, and Community-Oriented; knowledgeable but not pretentious, minimalist and aesthetically-driven, authentic and passionate, local and welcoming.

Brand Values

• •Sustainability and Mindfulness
• •Authenticity and Craftsmanship
• •Community
• •Curation and Quality
• •Simplicity and Accessibility

Best Practices

• •Lead with the Story: Every product has a narrative. Whether it's about the farmer, the soil, or the unique process, always prioritize storytelling over simple product descriptions. This reinforces the values of authenticity and craftsmanship.
• •Use Simple, Evocative Language: Avoid overly technical jargon. Instead of "malolactic fermentation," try "a creamy, soft texture." The language should be calm, confident, and descriptive, mirroring the minimalist aesthetic and making the wine feel accessible.
• •Champion the Community: Regularly feature local artists, producers, and even customers (with permission) in your communications. This strengthens the perception of being a community hub and not just a retail store.
• •Maintain Visual Cohesion: The clean, uncluttered, and artful visual style is central to the brand's tone. All photography and graphic design should be consistent with this minimalist aesthetic to convey a sense of calm curation.
• •Educate, Don't Preach: Share knowledge about natural wine, biodynamic farming, or specific regions in a way that feels like an interesting discovery for the customer. The goal is to empower and include them in the conversation, not to talk down to them.

Social Perception

Wise Child Wine Store is perceived as a trusted curator of specialty wines, a key destination in Fremantle for natural and minimal intervention wines, knowledgeable and passionate, a cultural and community space, a reliable source for discovering new and interesting 'new-wave' wines, and an integral part of the local hospitality scene.

Copy Examples

• •Meet the wine that tastes like the place it came from. Grown with intention by [Winemaker Name] in [Region], this [Wine Varietal] is all about pure expression. Unfined, unfiltered, and unforgettable. Available in-store and online.
• •Thoughtfully chosen, mindfully made. Discover wines with a story. Free shipping on all local orders.
• •New arrivals: Small-batch stories from Margaret River.
• •Your neighborhood wine store. From weeknight wonders to weekend celebrations, we've curated a selection of honest, handmade wines for every occasion. Come say hi on Market Street – we love talking all things wine.
• •Join us for an evening with the maker. We're hosting [Winery Name] to share their story and pour their latest releases. Taste the passion behind the process. Limited spots available.