Brand Tone

Authentic & Passionate, Artisanal & Premium, Natural & Pure, Evocative & Story-driven, Community-Oriented & Proudly Local

Brand Values

• •Family & Heritage: The business is deeply rooted in family tradition and the history of the Arseneau family in Îles de la Madeleine.
• •Quality & Purity: Commitment to producing a top-quality, 100% pure, natural sea salt without preservatives, using careful, small-batch methods.
• •Sustainability & Environmental Respect: Concern for sustainable practices and respecting the natural environment from which they harvest. This includes offering package-free options and aiming for a circular economy with products like Nigari.
• •Authenticity & Tradition: Valuing traditional, artisanal methods of salt harvesting and production.
• •Passion for Gastronomy: A desire to enhance culinary experiences and provide a product that elevates dishes.
• •Community & Local Pride: Strong connection to their local community and a desire to showcase the best of the Îles de la Madeleine and Quebec.

Best Practices

• •Embrace Storytelling: Consistently weave the narrative of the family, the Îles de la Madeleine, the artisanal process, and the connection to the sea into all communications. Use evocative language that transports the audience.
• •Highlight Authenticity and Purity: Always emphasize the natural, hand-harvested, and pure aspects of the salt. Be transparent about the process and the absence of additives. This reinforces trust and aligns with the premium quality perception.
• •Maintain a Warm and Passionate Voice: Communicate with genuine enthusiasm for the product, the region, and the craft. The tone should feel personal and connected, reflecting the family-run nature of the business.
• •Use High-Quality, Natural Imagery: Ensure all visuals (on the website, social media, and marketing materials) reflect the brand's values of nature, purity, and quality. Scenic shots of the islands, close-ups of the salt's texture, and authentic images of the family or harvesting process work well.
• •Champion Local Roots and Community: Regularly reference the Îles de la Madeleine and the Quebecois heritage. Engage with the local community and share stories that highlight this connection. This reinforces the brand's identity and appeals to customers who value local products.

Social Perception

Alcyon sel de mer is perceived as a high-quality, artisanal producer of exceptional sea salt. Customers and partners value the brand's authenticity, its connection to the Îles de la Madeleine, and its family-run nature. The commitment to purity and natural ingredients resonates well with consumers looking for premium, wholesome food products. The brand is seen as a proud local enterprise contributing to Quebec's gastronomic reputation. Awards and positive media coverage have reinforced its image as a reputable and beloved brand.

Copy Examples

• •Headline: Alcyon Sel de Mer: Taste the Wild Purity of the Magdalen Islands. Body: Every crystal of our hand-harvested sea salt carries the untamed spirit of our coastal home. Born from family tradition and a deep respect for nature, Alcyon elevates your dishes with a pure, unparalleled flavour. Discover the story in every sprinkle. Call to Action: Explore Our Salts.
• •Headline: From Our Tides to Your Table: The Artisanal Touch of Alcyon. Body: Crafted in small batches by the Arseneau family, Alcyon sea salt is a testament to generations of maritime heritage. Experience its crisp, melting texture and the subtle minerality that only the pristine waters of Îles de la Madeleine can offer. Pure, simple, extraordinary. Call to Action: Shop Local, Taste Quality.
• •Headline: More Than Salt: It's a Piece of the Islands. Body: Alcyon sel de mer isn't just a seasoning; it's an invitation to experience the soul of the Magdalen Islands. Sustainably harvested and full of character, our salt brings authentic Quebecois flavour to your kitchen. Call to Action: Bring Home the Essence of the Sea.
• •Headline: Elevate Every Meal with Alcyon's Natural Sea Salt Flakes. Body: Discover why chefs and food lovers across Quebec are choosing Alcyon. Our 100% pure sea salt flakes, with their unique crunch and clean taste, are the perfect finish for any culinary creation. No additives, just the pure taste of the sea. Call to Action: Taste the Difference Purity Makes.
• •Headline: Join the Alcyon Family: A Tradition of Flavour and Sustainability. Body: We believe in pleasure, family, and the environment. Our sea salt is a reflection of these values – lovingly harvested to preserve its natural qualities and the beauty of our islands. Taste the passion in every grain. Call to Action: Discover Our Commitment.