Language guidelines

Brand tones

Good writing isn’t always cut and dry. Like the words we choose, how we write affects our brand voice. Keep the following guidelines in mind when you are writing. And most importantly, be consistent.

We are refreshingly curious

We stay open to what’s new and different, choosing wonder and spontaneous delight over the status quo.

• Use active voice.
• When smaller words work, use them.

We are independently cool

We’re content to be who we are whether we venture out on our own or host the gathering of the year.

• Use contractions and colloquialisms like you would in everyday speech.
• Avoid exclamation points and use emojis sparingly. They’re most effective in moderation.
• Embrace puns and wordplay if they come naturally, but don’t force it.

We are relentlessly inclusive

We are adamant that everyone has a place at our table, around our campfire, or on our guest list.

• Use we and you. Avoid referring to us or our customers in the third person.
• Rely on experience over jargon or traditional expertise.

We are naturally authentic

We are honest about who we are and where we come from, inspiring meaningful experiences that reveal true spirits.

• Write like you speak. Read your writing aloud to ensure it doesn’t sound unnatural or stilted.
• Keep paragraphs and sentences short. When you need to use a long sentence, follow it up with a short sentence or two.

About statement

The about statement is a short, straightforward, and memorable answer to a common question: “what do you do?” Use it for a quick introduction in speech or print.

Option 1

Five Springs is a premium bourbon infused with vanilla maple, honey sage, blood orange, and other natural flavors.

Option 2

Five Springs is a premium bourbon infused with natural flavors — a new spirit for the next generation

Short pitch

A kindred spirit, born outdoors

Elevator pitch

The elevator pitch is meant to make a connection. It’s a memorable introduction to Five Springs — what we do/what we are, why we do it, and why it matters. Use the elevator pitch to start a conversation with a potential buyer, partner, etc.

Bourbon deserves a refresh. Five Springs is genuine bourbon infused with natural flavors — a kindred spirit for people craving something new. Whether you gather around a bar or a bonfire, we embrace freedom, community, and a thirst to explore.

Our story

Where we come from is a critical part of who we are. It helps readers connect with our brand and support our mission. Use it on the website and in materials your audience will have time to sit with and read. When it comes to bourbon, roots matter. Our family’s roots started in Kentucky, where bourbon is more than a drink. It’s a passion. But while our roots are in tradition, our branches have grown far and wide — from the rolling hills of the bluegrass to the bustle of the East Coast.

Our founder grew up in a small town and spent years in the alcohol industry. From vodka to tequila and whiskey, she knows her stuff. She showed our family how stiff drinks can often reflect a stiff, masculine culture. She craved a new path in the industry — one that included more people, more flavor. And when she has a gut feeling about something, we listen.

So we created Five Springs. Because we believe bourbon deserves a refresh. Made with whiskey aged, blended, and bottled in Kentucky and infused with natural botanicals, our products honor our roots and embrace the new. We’re kindred spirits, born outdoors.

Headlines

A headline starts a conversation. But a good headline doesn’t finish one. Use these on the website, digital ads, and in print to get a reader’s attention and encourage them to read more.

• Bourbon for the experience, not the tradition
• Satisfy your curiosity
• Make your spirits soar
• New-fashioned flavor
• Shake or stir things up
• Honoring the old, embracing the new
• Our spirits have roots