A bottle of rosé wine standing on a white cloth background accompanied by a lemon, peach, and small white flowers, creating an elegant and summery scene.

AWC PORTFOLIO //

boldly subverting norms in the wine industry

PAF: ETHICAL ROSé WINE BRAND

[brand messaging, web copy + email copy]

being proud to do things differently

PAF represented a new age of wine-drinkers. Not the boat-shoed, chino-wearing, gluttonous old men sitting on their chateaux verandas.

We wanted to create a vibrant brand personality that valued spontaneity, instead. We wanted to share moments where the company you share a bottle of wine with was as important as the thing you were sipping.

Brand voice must-haves:

A bit cheeky + don’t take themselves too seriously
A more ethical approach to production that was new to the industry
Overtly contrasting old ways of making (and drinking) wine

Here are a few snippets from PAF’s home page + about page ➝

Stylized graphic featuring a lemon with leaves, an arm extending from a pink circle, and a circular image with a baking pan filled with baked goods. Beside the images is text about embracing moments, promoting a playlist, and enjoying experiences like BBQs, dinners on balconies, and picnics.

Promotional image for rosé wine featuring the text "Experiences are better with more personality. We are the new generation of wine drinkers." A photo of a bottle of rosé on a striped blanket next to a straw hat. Text emphasizes the appeal of organic, single estate rosé and offers a modern, adventurous wine drinking experience.

Text reads "It's the little touches that complete a gathering." Image shows a hand pouring a drink into a wine glass on a table set with plates and food.

Text reads "Pale now has principles," focusing on simplicity, deliciousness, and sustainability. A hand holding a wine bottle in the ocean. Emphasizes environmentally friendly production and organic vineyards.

Image of a text graphic on a blue background discussing sustainable wine production. It emphasizes community support, quality over quantity, and environmental sustainability. The graphic highlights collaboration with small businesses, free-range producers, and minimizing carbon footprint. It also mentions enhancing social events with wine and cider.

Promotional image highlighting small batch production and sustainable packaging. Depicts text emphasizing attention to detail and sharing experiences, along with images of a wine bottle on a picnic setup and wine being poured into a glass. The text discusses reducing waste and recycling packaging.

she brought our brand to life

“Alice had been amazing to work with. She brings both professionalism and experience to the table.

Alice has truly bought our brand to life with a new tone of voice, website copy and the finer details of optimising our e-commerce business.

I couldn’t recommend her more if you need to shake things up and get your business moving.”

Bottle of rosé wine with white label standing on white fabric, accompanied by a lemon, a peach, and a cluster of small white flowers.

Adam Ward

>> Co-founder of PAF wine company

**IF YOU’RE LOOKING FOR AN ICONIC TONE OF VOICE FOR YOUR BRAND...**

Then it sounds like a strategy that prioritises the personality of your company is exactly what you need. That’s they key to creating an emotion-tickling, customer-converting, super engaging website.

Let’s jump on a call to make a plan of attack. We’ll define your brand’s personality and translate that into a brand tone of voice that’s memorable, approachable + irresistible.

Click the big red button to apply for a pre-proposal chemistry call with me, Alice.

CREATE AN ICONIC BRAND VOICE >>