Brand Tone

Authentic & Local, Friendly & Welcoming, Passionate & Proud, Playful & Whimsical, Community-Focused

Brand Values

• •Quality
• •Local Sourcing & Support
• •Authenticity & Heritage
• •Sustainability & Responsibility
• •Customer Experience
• •Passion

Best Practices

• •Embrace the Dialect (Authentically): Continue to sprinkle Shetland dialect words like "peerie," "wir," "loff," and "fae" naturally into copy where appropriate, especially on social media and direct communications. This reinforces authenticity and local charm. Avoid overdoing it to ensure broader understanding.
• •Storytelling with a Local Flavour: Weave in anecdotes about Shetland, its folklore (like the Trows or Puffins), the local producers, or the history of the ingredients and the shop itself. This makes the brand more engaging and memorable.
• •Maintain a Warm, Friendly, and Slightly Playful Voice: Address customers directly and with warmth. Don't be afraid to use humour, especially when referring to whimsically named products. Keep the language accessible and inviting.
• •Consistently Highlight Core Values: Regularly integrate mentions of handmade quality, local sourcing, Shetland pride, and sustainability efforts into product descriptions, social media posts, and "About Us" sections.
• •Visual and Textual Harmony: Ensure the imagery used alongside the copy reflects the brand's values – showcasing the beauty of Shetland, the artisanal nature of the products, and the friendly faces behind the brand. The copy should complement these visuals to create a cohesive and immersive brand experience.

Social Perception

Customers and the public generally perceive Island Larder as a beloved local business that produces high-quality, delicious, and unique Shetland treats. They are seen as authentic representatives of Shetland, with a strong connection to the local community and culture. The playful product names like "Puffin Poo" are memorable and well-received, contributing to a positive and fun brand image. They are recognized for their commitment to quality and local sourcing. Their success on platforms like TikTok indicates a broad appeal, reaching audiences beyond Shetland who are charmed by their products and the owners' dialect. There's an appreciation for their efforts towards sustainability, although the business has also voiced concerns about receiving adequate local support for these initiatives. Awards and positive media coverage reinforce their reputation as a dedicated and high-quality food producer.

Copy Examples

• •Instagram Post (Image: Close-up of Puffin Poo): "Fancy a wee taste o' Shetland? 😉 Our world-famous Puffin Poo isn't really gathered fae the cliffs (wink, wink!), but it IS handmade right here in wir Lerwick keetchin wi the finest Belgian chocolate, mallow, and a sprinkle o' magic. Get your bit o' delicious island fun – link in bio! #IslandLarder #PuffinPoo #ShetlandMade #SweetTreats #LocalFlavour"
• •Website Banner (Highlighting local produce): "From Our Peerie Isle, To Your Table. Discover the heart of Shetland in every bite. At Island Larder, we lovingly handcraft award-winning fudge, preserves, and mallows using the freshest local ingredients. Taste the tradition. #SupportShetland #ArtisanGoodness"
• •Facebook Ad (Promoting a seasonal hamper): "Bring a bit o' Shetland warmth home this season! 🍂 Our new Autumn Harvest Hamper is burstin' wi local delights – rich fudge, tangy chutneys, and sweet mallows, all handmade wi' passion. Perfect for sharin', or for keepin' all tae yersel! Order yours today and taste the best of our islands. #IslandLarder #ShetlandFood #HandmadeHamper #TasteOfAutumn #ShopLocal"
• •Product Description (for a new Fudge Flavour): "Introducing 'Sea Salt & Caramel Storm' Fudge! 🌊🍫 Ride the wave of flavour with our newest creation. We've swirled rich, buttery caramel with a scatter of pure Shetland sea salt into our classic creamy fudge. It's a peerie storm of sweet and salty perfection, handmade just for you. Dare to try it? #ShetlandFudge #NewFlavour #SeaSaltCaramel #IslandLarder #HandmadeSweets"
• •Email Newsletter Snippet (About sustainability): "More Than Just Sweet Treats: Our Commitment to Shetland. 💚 At Island Larder, we're passionate aboot our beautiful home. That's why we're always striving to be kinder to our environment, from sourcing local ingredients to reducing waste in our peerie keetchin. When you choose Island Larder, you're not just getting a delicious treat, you're supporting a business that cares. Learn more about our sustainable practices on our website. [link] #SustainableShetland #IslandLarderValues #LocalAndProud"