Brand Tone

Artisanal & Passionate, Authentic & Transparent, Proudly Local & Connected to Nature, Quality-Focused & Gourmet, Ethical & Ecological

Brand Values

• •Craftsmanship & Quality
• •Locality & Provenance
• •Purity & Naturalness
• •Sustainability & Ethical Production
• •Heritage

Best Practices

• •Emphasize "Hand-Crafted" and "Artisanal": Use language that reflects the care, passion, and manual process involved. Words like "hand-harvested," "small-batch," "artisan," "crafted," and "meticulously" reinforce this.
• •Root the Story in "Dorset" and "Jurassic Coast": Consistently reference the specific origin. This builds on the unique provenance and natural purity associated with the location. Mentioning "Chesil Beach," "Dorset waters," or "a taste of Dorset" keeps the brand grounded.
• •Highlight Purity and Natural Qualities: Use terms like "pure," "natural," "mineral-rich," "unrefined," and "no additives." This appeals to health-conscious consumers and those seeking authentic food experiences.
• •Tell the "Why" - The Founder's Story and Heritage: Briefly weave in the narrative of reviving a lost tradition and the passion behind the brand. This adds depth and authenticity beyond just the product itself.
• •Speak with Passion and Modest Confidence: Convey enthusiasm for the product and its quality ("exceptional," "unrivalled flavour") without being arrogant. The tone should be knowledgeable and proud, yet approachable and rooted in the love of good food and natural processes.

Social Perception

High-Quality, Gourmet Product, Authentic & Trustworthy, Strong Local Identity, Valued by Food Lovers

Copy Examples

• •Headline: Taste the Jurassic Coast. Elevate Your Dish. Body: Hand-harvested from Dorset's pristine waters, our sea salt flakes are a pure taste of nature's artistry. Each crystal tells a story of tradition revived and flavor perfected. Sprinkle a little Dorset magic onto your next meal.
• •Headline: More Than Salt. It's a Pinch of Dorset Heritage. Body: Jethro, our founder, revived a lost local craft to bring you Dorset Sea Salt Co. Crafted with passion, our mineral-rich flakes offer an unrivalled taste, connecting your kitchen to the wild beauty of Chesil Beach.
• •Headline: Crafted by Hand. Loved by Chefs. Yours to Discover. Body: From the purest seawaters of the Jurassic Coast to your table. Our small-batch, award-winning sea salt is meticulously hand-harvested, ensuring every flake delivers exceptional flavor. Experience the quality that top chefs adore.
• •Headline: Pure. Potent. Perfectly Dorset. Body: We believe in salt as it should be – unrefined, full of natural minerals, and bursting with the fresh taste of the sea. Use 30% less, taste 100% more. That's the Dorset Sea Salt promise.
• •Headline: Sustainably Sourced. Exceptionally Savory. Body: With an ethical heart and a love for Dorset's coast, we bring you sea salt that's as good for the earth as it is for your palate. Hand-harvested using traditional methods and a commitment to ecological balance. Taste the difference care makes.