Brand Tone

Authentic & Traditional, Passionate & Expert, Community-Oriented & Approachable, Quality-Focused, Responsible & Forward-Thinking

Brand Values

• •Quality & Craftsmanship
• •Tradition & Legacy
• •Connection & Community
• •Sustainability & Social Responsibility
• •Innovation & Continuous Improvement
• •Integrity & Transparency

Best Practices

• •Embrace Heritage with a Modern Voice: Always weave in the brand's rich history and family-owned nature, but present it in a way that feels relevant and appealing to today's consumer. Avoid overly archaic language while still honoring tradition.
• •Prioritize Authenticity and Passion: Let the genuine love for the craft and the product shine through. Use descriptive, sensory language that conveys the quality and taste experience. Share stories that highlight the expertise and dedication involved.
• •Speak as a "Friendly Expert": The tone should be knowledgeable and authoritative when discussing products and processes, but always approachable, warm, and community-focused. Avoid overly technical jargon unless explaining something specific where expertise is key (like smoking methods).
• •Highlight "Citizens of Seafood" Values: Consistently integrate messaging about sustainability, responsible sourcing, and community support. This reinforces brand values and appeals to conscious consumers. Make these commitments tangible and relatable.
• •Keep it Connected and Inviting: Emphasize the role of Acme Smoked Fish in bringing people together – for family meals, celebrations, or a simple delicious moment. Use inclusive language and encourage interaction and sharing of experiences.

Social Perception

High-Quality Purveyor, Iconic New York Brand, Traditional & Authentic, Reliable Supplier, Emerging Sustainability Leader, Occasional Concerns

Copy Examples

• •Headline: Taste the Tradition. Share the Joy. Body: For over a century, our family has been dedicated to one thing: crafting the finest smoked fish. From our Brooklyn smokehouse to your table, experience the care, quality, and connection in every bite. It's more than food, it's a legacy. #AcmeTradition #SmokedWithCare
• •Headline: Four Generations of Flavor. Now That's Acme. Body: We're the friendly fish experts, passing down our passion and a commitment to quality since 1906. Discover the rich taste that New Yorkers have loved for generations. Ready to make it your new tradition? #FriendlyFishExperts #BrooklynBorn
• •Headline: More Than Just Smoked Fish. We're Citizens of Seafood. Body: We believe great taste and a healthy planet go hand-in-hand. That's why we're committed to sustainable sourcing and supporting our communities. Enjoy delicious smoked fish you can feel good about. Learn more about our journey: [Link to sustainability page] #CitizensOfSeafood #SustainableSeafood
• •Headline: Your Perfect Bagel's Best Friend. Body: What makes a truly iconic New York bagel experience? The perfect smoked salmon. For decades, we've been the secret ingredient for the city's best. Bring home the authentic taste of Brooklyn. #NYCBagels #AcmeSmokedSalmon #QualityYouCanTaste
• •Headline: Craft. Connection. Continuity. The Acme Promise. Body: It’s in the careful selection of ingredients, the time-honored smoking techniques, and the joy of sharing. We're not just making smoked fish; we're crafting moments and memories that transcend generations. Taste the difference dedication makes. #AcmePromise #GenerationsOfQuality