Editorial Style Guide Ingredients for a unique and consistent brand experience.
Index Philosophy Mission Values
Tone of voice Finite form
Grammar and structure Content Home About us
Rum Club Philosophy At Rum Club we love liming: the art of doing nothing. Chilling with friends and simply enjoying life, put aside your worries and join the good life! From enjoying lunch along the waterside to dancing till dawn, Rum Club is your tropical home base at any time of the day. Thanks to the perfect mix of the caribbean kitchen, mind blowing cocktails and ass-shaking music, every single day we ensure that you forget about tomorrow and live to the fullest today.
Mission Forget tomorrow and live today. Rum Club is your topical home base at any time of the day.
Values ❏
Liming: the art of doing nothing
❏
International vibes
❏
Playful provocative
❏
Over the top tropical
❏
Everyone is our friend
We love liming: the art of doing nothing. Liming indicates a carefree lifestyle and that is reflected in our relaxed and open way of communicating.
Rum Club breathes international vibes. We love the dynamics that arise when different cultures come together in one environment. That’s why we write dynamic content using terms and sayings from all over the world.
We feel playful provocative. We are young, playful and love to provoke. Hence we provoke in our communication with unexpected dirty jokes - always hidden behind an open door.
We’re proudly over the top tropical. We don’t take half-measures; in both the interior and the marketing. Over the top tropical resounds in endless tropical synonyms and a consistently positive tone of voice.
Everyone is our friend. We are anti-discrimination and love to generate a tropical home base for everyone. Our communication is therefore open minded and not aimed at one gender, culture or age group.
Tone of voice Finite form The ďŹ nite form of the verb is formulated - where possible - in the simple present tense or the imperative.
Simple present tense X There is a sparkle of love added to the cocktails by each of our bartenders. V Each of our bartenders add a sparkle of love to their cocktails. Imperative X We like to experiment in our kitchen and therefore you can expect some brand new taste sensations. V We like to experiment in our kitchen. Expect some brand new taste sensations!
FUNNY
vs.
Serious
Formal
vs.
CASUAL
RESPECTFUL
vs.
Judgemental
Matter-of-fact
vs.
ENTHUSIASTIC
Style rules
1.
Consistently use ‘Rum Club’ instead of ‘The Rum Club’ - We are Rum Club.
2.
The tone of voice is energetic, informal and playful.
3.
Not everyone will understand our style (read: little jokes and provocative sayings) and that’s okay. Content is written lightly and secretly provocative.
4.
The sentences are short and contain catchy adjectives.
5.
Avoid auxiliary verbs ‘shall/should’ where possible.
The tone of voice is consistently applied in all online and offline communication.
Content HOME Have you heard it already? A paradise awaits in the cellars of Utrecht. One where the sun is out all year round, your tropical home base and a place to forget about tomorrow. How, you may ask? By sharing our favorite philosophy with you, every single day. At Rum Club we love liming, get ready! Liming? The art of doing nothing! Chilling with friends and simply enjoying life to the fullest. Put aside your worries and joing the good life. Liming lives in a toast to love, in your favorite ass-shaking record and in mind blowing taste sensations. Exotic platters that make your heart beat faster and cocktails that effortlessly pull you onto the dance oor. Lime with us baby! Are you ready to discover your tropical roots? No spang and dansi!
Content ABOUT US We are Rum Club and we love international vibes. That’s why our amazing team extends from Cuba to Aruba and from England to Utrecht. We proudly praise ourselves with talented bartenders from all over the world who have one thing in common: love for cocktails and rum flowing through the veins. We put all of our effort into creating a tropical home base for everyone. Be your wonderful self, to us there’s no such thing as too unique. We embrace everything from rasta to pasta, from vegan fit girl to carnivore and we cheer to booties that are shaking as a cocktail in the making. Rum Club is a steamy summer evening without thermometer. Don't worry "bout the temperature, through the love in our cocktails everyone feels HOT.
RUMFACT #0 Did you know that cuba libre originated in 1896, when American soldiers liberated Cuba? They introduced a completely unknown pharmacist's drink: cola. It was immediately mixed with Cuban rum and named after the widely heard battle cry ‘Freedom for Cuba’: Cuba Libre