Brand Tone

Authentic, Artisanal/Craft-focused, Educational/Informative, Sophisticated & Refined, Welcoming & Experiential, Minimalist & Intentional

Brand Values

• •Quality: Commitment to the highest quality natural, additive-free ingredients, sourced meticulously.
• •Tradition & Heritage: Proudly continues a 150-year legacy of Japanese food expertise.
• •Authenticity: Delivering a genuine Japanese culinary and cultural experience.
• •Customization & Personalization: Offering a unique "make your own dashi" service.
• •Health & Well-being: Promoting a healthy "fish diet" and natural, wholesome foods.
• •Customer Experience & Education: Passionate about sharing the culture and knowledge of dashi.
• •Integrity: "Delicious food forever" is their guiding philosophy, focusing on natural methods and avoiding synthetic additives.

Best Practices

• •Emphasize Heritage & Authenticity: Consistently reference the 1871 founding, Tokyo origins, and traditional methods to reinforce credibility and genuine Japanese roots.
• •Highlight Quality & Natural Ingredients: Use descriptive language that speaks to the purity, additive-free nature, and careful sourcing of ingredients. This justifies the premium perception.
• •Educate and Inspire: Share information about dashi, its uses, and Japanese food culture. Position the brand as a knowledgeable guide, inviting customers to learn and experiment.
• •Use Refined & Evocative Language: Employ words that convey sophistication, craftsmanship, and sensory experiences (e.g., "umami," "meticulously crafted," "time-honored"). Avoid overly casual or slang terms.
• •Maintain Visual Cohesion: Ensure that all visual content (photography, website design, store layout) reflects the minimalist, intentional, and high-quality aesthetic associated with Japanese craftsmanship and the brand's premium offerings.

Social Perception

DASHI OKUME Brooklyn is perceived as a unique and high-quality Japanese culinary destination in Brooklyn. It is seen as a place for an authentic taste of Japan, offering not just products but an experience. Customers appreciate the ability to customize dashi and the quality of the ingredients, even if it's considered a bit pricey by some. The Teishoku meals are highly regarded for their authenticity and flavor. It's considered a "gem" and a "must-try" spot, particularly for those interested in Japanese cuisine and culture. The connection to the 50 Norman complex adds to its appeal as part of a curated Japanese cultural hub.

Copy Examples

• •Craft Your Signature Flavor. Experience Bespoke Dashi at DASHI OKUME Brooklyn – A Tradition Since 1871.
• •Journey to Japan, right here in Brooklyn. Our Teishoku set meals feature Toyosu-sourced fish and the purest dashi, crafted with 150 years of tradition. Taste the authenticity. #DashiOkume #JapaneseFoodBrooklyn #AuthenticTaste
• •Unlock true Umami. Our expertly blended dashi packs bring the heart of Japanese cuisine to your kitchen. Made with meticulously sourced, all-natural ingredients, following centuries of wisdom. Elevate your cooking, effortlessly.
• •More than a store, DASHI OKUME is a passage to the rich culinary heritage of Japan. Born from a 150-year legacy in Tokyo's famed fish markets, we bring the art of dashi and the purity of natural ingredients to Brooklyn. Discover, taste, create.
• •Master the Art of Dashi: Join Our Exclusive Workshop at DASHI OKUME Brooklyn!