Het is geen gin. Het is geen jenever. Maar het heeft zeker wel een brand voice nodig. Voor OTENBA ontwikkelde ik een merkstem en brand story die ’t net even anders verwoorden dan andere drankenmerken. Geen essays over vaten, jaren of de geschiedenis van de jeneverbes, maar gelijke delen humor, expertise en snedige opmerkingen.
OTENBA
A sorta gin. A kinda genever.
Say what now?!
OTENBA – (OH-TÈN-BÁH) A spirited girl that won’t be held back by anyone.
Brand Voice
What we are
Witty / Smart / Fun / Confident / Female / Rock ‘n roll with a soft heart / Wink / Monique / Independent / The product of bold choices / Knowledgeable / A dash of rebellion / Linking /
What we MOST DEFINITELY aren’t
Strict / The ‘How you’re supposed to do it’ / Soft-spoken / For everyone / Rather curious / Quirky
Main keyword
Monique
All of what we do or say should represent Monique. Her kindness. Her edge. Her knowledge. Her spirit.
Secondary keywords
The product of bold choices
We chose to not blend in. Not in flavours. Not in design. Not in words. Only in a fine drink.
Wink
It’s drinks we’re talking here. Let’s have fun with things.
Knowledgeable
We know our sh*t. Don’t get fooled by our playful spirit, ‘cause before you know it, we’ll explain you everything there is to know on dimethyl trisulphide bonding.
Tone of voice
Otenba. A spirited girl that won’t be held back. One that bends the rules. Or who knows… Breaks them. In this case, we’re changing the rules of what a spirit brand should sound like. ‘Cause, you know what, the things that have been done before are pretty dull.
Look at all those brands elaborating extensively on casks, terroir, and ageing processes. Yeah… That’s not us. Of course, we could tell you all about our infusions, heritage, and beautiful botanicals. But solely focusing on specs and the process of a spirit? Let’s leave that up to others. Our words embody our industry. We want to be energetic but confidently grounded. Knowledgeable with an approachable wit. Rebellious while being an undeniable expert.
Do you know the kind of bartender that loves to pour you a spiffy little bartender cocktail? One with a fermented extract of Scottish raindrops and some obscure root vegetable. Yeah, that kind of. And do you know the kind of bartender that loves to pour such a spiffy little bartender drink while being equally fun and knowledgeable? It’s that bartender that shares expertise organically throughout a fun conversation. By letting you have a taste of a new shrub or syrup. By pouring you a sip of an unexpected concoction. By explaining the craft without pretence. By just being a fun talk.
Otenba is that bartender. Equally down-to-earth and spirit geek. We know our stuff – like no other. And we’re not afraid to let that expertise show. But we also know that going out for cocktails is mostly about having a good time. With a good drink. And good company. It’s that simple. Should your visit to a bar be a lecture? Nah. So, our text shouldn’t sound like ‘A Short History of Spirits’ either. We keep it short. Sweet. Without pretence. But with an immense likeability. We always add some flair. Nope, we’re not juggling bottles here. We’re just adding something extra to that good ol’ text of ours.
We know the differences between our audiences. So, when talking to our industry, we love to dive into the genever side of our juniper lovechild. But chatting to our average consumer, we tell you all about this gin with some extra depth. Whatever the case might be, how much fun we might have with words, we’ll always make sure we are understandable for as many people as possible. As we want as many people as possible to experience a good spirit, our words are hospitable to both the genever lover and the G&T sipper. Just like that bartender we’re talking about, we know how to engage with all kinds of drinkers, as she has both sitting at her bar.
Oh. Wait. Did you assume the bartender in our description was a man?
Punch Intended 