Brand Tone

Authoritative & Knowledgeable, Family-Oriented & Traditional, Quality-Focused & Premium, Approachable & Friendly, Modern & Evolving

Brand Values

• •Quality
• •Heritage & Tradition
• •Customer Satisfaction & Service
• •Expertise
• •Sustainability & Responsibility
• •Community

Best Practices

• •Emphasize Heritage & Expertise: Consistently weave the family history, multi-generational experience, and deep knowledge of seafood into storytelling across all platforms. This reinforces trust and authority.
• •Prioritize Quality in Visuals & Language: Use high-quality photography and videography that showcases the freshness and appeal of the seafood. Language should always reflect a commitment to premium standards, using terms like "freshest," "hand-selected," "premium quality."
• •Maintain an Approachable Authority: While highlighting expertise, ensure the tone remains friendly, helpful, and accessible. Encourage questions, share tips, and engage with the community in a welcoming manner, as seen with Steve Costi's TikTok.
• •Be Transparent about Sourcing & Practices: Where possible, share information about where the seafood comes from and any sustainable practices. This builds trust and appeals to conscious consumers.
• •Ensure Consistency Across All Touchpoints: From the website and social media to in-store signage, delivery packaging, and customer service interactions, the core messages of quality, family, and expertise should be consistently communicated. Online order descriptions, for example, should echo the same commitment to freshness as an in-store conversation.

Social Perception

Trusted & Reputable, Freshness & Quality, Family Legacy, Good for Both Fresh & Cooked, Slightly Premium, Accessible Expertise

Copy Examples

• •Headline: Three Generations of Freshness. Taste the Costi Family Tradition. Body: Since 1958, our family has been dedicated to bringing Sydney the finest seafood. From the market to your table, experience the quality and passion that only generations of expertise can provide. Visit Costi Seafoods today. Channels: Website About Page, In-store Signage.
• •Headline: Hooked on Health? We've Got the Freshest. Body: Fuel your lifestyle with the ocean's best. Our daily catches are packed with flavour and nutrients. Steve Costi, our third-generation fishmonger, hand-selects only the finest for your family. Dive into healthy eating with Costi's. Channels: Social Media (Instagram, Facebook), Email Newsletter.
• •Headline: Weekend Feasts Start Here. Effortless Entertaining with Costi's Platters. Body: Impress your guests without the stress! Our expertly curated seafood platters are brimming with the freshest oysters, prawns, and more – ready to serve. Order online for easy pick-up or delivery. Channels: Website (Online Store), Social Media Ads, Flyers.
• •Headline: Ask Steve! Your Go-To Guide for All Things Seafood. Body: Not sure how to shuck an oyster or the best way to grill salmon? Follow @stevecostiseafood on TikTok for weekly tips, tricks, and mouth-watering recipes from the expert himself! Get confident in your seafood cooking. Channels: Social Media (TikTok promotion, Instagram stories), Blog.
• •Headline: From Our Docks, To Your Door. Sydney's Favourite Seafood, Delivered. Body: Craving that just-caught taste? Experience the convenience of Costi Seafoods online. We prepare and pack your order fresh each morning, delivering the quality you trust, right to your doorstep. Channels: Website Homepage, Online Advertising, Social Media.