Brand Tone

Aspirational, Evocative, and Premium

Brand Values

• •Heritage and Authenticity
• •Purity and Craftsmanship
• •Connection to Place
• •Sophistication and Style
• •Sustainability

Best Practices

• •Always anchor the copy, no matter how short, in the brand's core story —the Polynesian heritage, the meaning of 'Ariki,' and the Pacific origins. This is your strongest differentiator.
• •Move beyond listing ingredients. Describe the *experience* of the flavor. Use phrases like 'a whisper of coconut,' 'a sun-kissed finish,' or 'notes of coastal botanicals' to transport the consumer.
• •Consistently use a sophisticated vocabulary. Swap common words for more elevated ones (e.g., 'use' becomes 'utilize,' 'mix' becomes 'craft,' 'drink' becomes 'spirit'). Avoid overly casual language, emojis, and aggressive calls-to-action.
• •Ensure that the copy enhances the aspirational and high-quality imagery. If the photo shows an elegant cocktail, the text should speak of sophistication and craft, not just the recipe.
• •Regularly reinforce the core values by mentioning 'pure New Zealand water,' 'hand-selected botanicals,' and the specific Pacific Islands the ingredients are from. This builds trust and underscores authenticity.

Social Perception

Niche & Premium, Unique & Intriguing, Aspirational Purchase, Visually Driven

Copy Examples

• •Capture the soul of the South Pacific. Every sip of Ariki Gin is a journey to an unspoiled paradise, where pure artesian water meets exotic botanicals. This is more than a spirit; it's the spirit of the islands. #ArikiSpirit #TasteOfParadise #CraftGin
• •The Spirit of the Cook Islands. Distilled. Discover the ultra-premium taste of Ariki.
• •Long before it was a spirit, it was a story. A story of Polynesian chiefs, or 'Ariki,' who navigated the vast Pacific. We bottle that same spirit of leadership and discovery, skilfully crafting our gin with vanilla from Rarotonga and coconut from Tonga. Taste the heritage.
• •Ariki Gin offers an elegant bouquet of wild Manuka flower, Tongan coconut, and a whisper of Rarotongan vanilla. The palate is exceptionally smooth and full-bodied, with a complex finish that lingers like a Pacific sunset. A truly sophisticated gin for the discerning palate.
• •Ariki Spirit. Your Paradise, Found.