Brand Tone

Authentic, passionate, inspiring, educational yet accessible, evocative, sensory, and confident in product quality and heritage, with a clear passion for the Cornish landscape, food, and community.

Brand Values

• •Sustainability and Environmental Responsibility
• •Quality and Craftsmanship
• •Heritage and Provenance
• •Natural and Pure
• •Culinary Innovation

Best Practices

• •Always tie the product back to its Cornish origins, using evocative language that paints a picture of the sea, the coast, and the unique geology of the Lizard Peninsula.
• •Don't just sell salt; sell the story behind it, emphasizing the Iron Age inspiration, the passion for reviving a lost trade, and the commitment to the local community.
• •Integrate sustainability into all messaging naturally, from eco-friendly production in product descriptions to protecting the Cornish coast in brand stories.
• •Showcase the blend of ancient techniques and modern technology, highlighting this duality as a key differentiator appealing to those who value both heritage and progress.
• •Maintain a confident and inspiring tone using descriptive words that appeal to taste and smell, letting the passion for the product and its home shine through in every word.

Social Perception

Overwhelmingly positive, viewed as a premium, high-quality gourmet product praised for its amazing flavor and endorsed by celebrity chefs, solidifying its credibility and appeal among foodies. Its presence in high-end retail, strong sustainability narrative, and positive customer service also contribute to a strong, trustworthy image.

Copy Examples

• •This is where it all begins. Not in a factory, but here, where the Atlantic meets the ancient cliffs of the Lizard Peninsula. Every crystal of our sea salt is a taste of this place—pure, wild, and full of character. Taste the coast. #CornishSeaSalt #TasteTheCoast #MadeInCornwall
• •Capture the taste of an open fire. We smoke our renowned sea salt flakes over cherry and apple wood to create a deep, mellow flavor that intensifies every dish. Perfect for adding a rich, smoky dimension to grilled meats, fish, and even chocolate desserts. It's not just salt; it's an ingredient that tells a story.
• •We believe that what's good for your food should be good for the planet. That's why our salt house is powered by renewable energy, and our harvesting methods are designed to protect the delicate marine ecosystem we call home. When you choose Cornish Sea Salt, you're choosing a product made with passion and a deep respect for the natural world. Discover our commitment to sustainability.
• •The food industry is changing. Consumers want healthier options without compromising on taste. Meet TekSalt: our innovative, minerally-balanced sea salt that allows for lower sodium levels while delivering an intensely savory flavor. A natural, sustainable, and clean-label solution to meet sodium-reduction targets. Let's create better-tasting, healthier products together.
• •Stop settling for ordinary. Elevate your home cooking from simple to showstopping with a pinch of the extraordinary. Hand-harvested from the pristine waters of Cornwall, our salt's unique mineral-rich profile adds a new dimension of flavor that top chefs rave about. Ready to transform your kitchen? Explore our range.