Keeping an iconic brand on message

Client

Suntory Global Spirits & R/GA

Industry

Alcohol/Spirits

Services

Copywriting Tone of voice

www.suntoryglobalspirits.com/

Beam Suntory needed to update its corporate site. It had been ignored for a few years and things were looking and feeling a little out of date. The brand was also going through a slight rebrand from Beam Suntory, to Suntory Global Spirits and leaning into its Japanese heritage a little more.

This meant that the brand voice was more important than ever. During any brand transition, it’s vital that the voice stays the same as a way of guiding customers through the changes. Any inconsistencies in the way Beam Suntory spoke would risk damaging the customer relationships it had spent many years cultivating.

We partnered with the talented team at R/GA to provide the copywriting and look after the brand voice during what was an evolution, not a revolution for Beam Suntory.

Why did Beam Suntory choose Craft?

We’re experienced copywriters, particularly when it comes to working on a brands’ corporate site. We’ve been responsible for the copywriting on corporate sites for Apple and Jabra among others. We even worked on the tone of voice for Apple Retail.

But it was also our ability to act as brand guardians for Beam Suntory’s tone of voice while also making sure that all of our copywriting tied into the brand’s overall strategy and direction. This can be difficult when you’ve got different, unconnected writers tagging in and out over long periods of time.

Keeping Beam Suntory sounding consistent

We worked with Beam Suntory to understand their updated verbal identity and make sure everything we wrote sounded like the new them. We also made recommendations for where to tweak the verbal identity guidelines and achieve the balance between their US and Japanese heritage.

We kept the language sounding like a corporate site, rather than a consumer site. But we still made sure all the copywriting embraced vibrant, engaging language that would appeal to potential employees. Attracting talent is an important, but often overlooked function of a corporate site.

We worked with the brand’s sustainability report to help position Beam Suntory in a way that displayed their green credentials in an authentic way. And we brought out their commitment to diversity by featuring engaging people stories in an interesting and prominent way.

Stepping confidently into a bold future for Suntory Global Spirits

The new live site is a huge improvement for the newly named Suntory Global Spirits. Most importantly, their brand voice remains consistent with their significant following and the brand can now speak with confidence.

So why does all this matter?

Maintaining brand voice is important at the best of times. But when an iconic brand has such cachet in how it sounds, protecting that becomes even more important. We helped make sure Beam Suntory’s voice stayed consistent during the rebranding process and beyond.

THE RESULT?

Suntory Global Spirits made sure that their new brand sounded exactly as they wanted it to as they improved how they look. But also as they launched an updated brand, always a difficult time for an organisation.

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Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’

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Author of Apple's Credo

Very professional and knowledgeable. I had a great experience working with Craft Words organizing communications training for the Digital Impact Alliance. They customized each workshop to our specific needs and industry, and were adaptable as new things came up. Our team had a lot of fun during the sessions and learned new strategies and techniques for writing and presenting.

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Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects.

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Digital & Content Marketing Manager, Security & Safety Things

Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft.

Anita Stubenrauch

Senior Content Manager, Apple

It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much.

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Craft Words patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them.

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Executive Creative Director, Huge

Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble.

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Content Manager, PepsiCo

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Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen

Reliably supported our product teams with great copy, but also essential in setting up foundations for voice & tone and other content guidelines.

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Head of Design ∙ Experience Strategist, Zalando

Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go.

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Keeping an iconic brand on message

Some lovely words from our clients…

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