CASE STUDY • Projects • Copywriting • Brand Voice
The Family Jones brand voice
In 2017, I met an owner of The Family Jones at the grand opening of their Denver Distillery and Spirit House.
Based on my background in hospitality and work with the architect on the project, I was invited to help hone the brand narrative and voice, as previous efforts had fallen short. The Family Jones was targeting international distribution and needed strong positioning to support future growth.
ROLE
Copywriting • Brand Voice
CLIENT
The Family Jones
DESIGN
Consume & Create
DURATION
2 months
COMPLETED
2018
CHALLENGE //
Four partners, four opinions
No agreement on messaging
Timeline: Yesterday!
OPPORTUNITY //
Capture the spirit of The Family Jones and define the narrative for all future content.
Image: Family Jones packaging and tagline concept by Consume & Create
DELIVERABLES //
Brand story
Meet the spirits
Owner bios
Tour info
Video ideas
Website and menu content
INVENTORY //
To begin the project, I took an inventory of existing materials and draft copy.
INSIGHTS //
Synthesis
-
Age: 25-50
Background: urban transplants / have definitely attended a friendsgiving and an ugly sweater party in their lifetime
Lifestyle: key characters in the coffee shop shuffle
Career: fairly successful, looking for meaning and creative expression
Values: moderately invested in social and environmental issues
Attitude: spirited and playful
Emotionally: value a strong sense of self and community
Socially: want to feel like they’re in the know
Inspired by: friends who are up to interesting things, those who find success through commitment and chutzpah
-
Brand Family Jones as a company that celebrates the quirky and audacious.
Tap into the sense of dynamic community that ensues when people are welcomed and prized for their individuality.
Help customers feel like they are the interesting people, the ones in the know, part of the clan.
Turn customers into champions of craftsmanship.
Support the idea that we can learn from, respect, and improve upon tradition without yielding to its limitations.
Make ‘em laugh!
IDEATION //
In the brainstorming process, I drafted a toast to capture the spirit of the brand.
Cheers to the families we’re born into, and the ones we create
The stories we inherit, and the ones we craft
To hometowns and local hoods
Casseroles and cassoulet
To moments that start: “Remember that time…”
And those that include: “Where are you from?”
To tea dates and happy hours
rowdy nights and card games
To the person you call when you have a flat tire
and one you call when you have an idea
To the stranger turned best friend
and the co-worker turned great story
Parties of ten sprouted from parties of one
To scheming, dreaming, crafting, and reenacting
Toasting, hosting, boasting, and roasting
Cheers to the ones who carve their own paths
To the quirky in us all, and the friends who draw it out
There’s a difference between the families we’re born into
and the ones we create: The latter include more happy hours
PROCESS //
The toast set the tone for the project and helped align stakeholders around a cohesive brand voice.
We then prioritized the remaining deliverables and defined a clear process for feedback and reviews.
Image: FJ Juniper Jones Gin bottle designed by Consume & Create
IMPACT // CONTRIBUTIONS
I worked closely with the owners and various stakeholders to develop a cohesive brand narrative and voice.
As a result, the owners could rally behind clear messaging for growth and outreach initiatives.
The assets and messaging framework I created helped align content across the website, menus, and marketing materials.
IMPACT // REACH
The Family Jones products are now available at nearly 1,500 restaurants and liquor stores across Colorado.