Brand Tone

Passionate and Expert

Brand Values

• •Quality
• •Passion
• •Expertise
• •Animal Welfare
• •Community

Best Practices

• •Lead with Passion, Support with Facts: Start with enthusiastic and passionate language ("living jewel," "breathtaking selection"), but always back it up with tangible proof points like breeder names, health checks, and license details.
• •Use the Language of the Enthusiast: Consistently use correct Japanese terminology (e.g., Goromo, Kohaku, Tosai). This builds credibility and shows you are an authentic part of the community, not just a retailer.
• •Emphasize Quality Over Price: While sales and prices are important, the copy should always frame the value in terms of quality, lineage, health, and potential, not just cost. Phrases like "incredible value" work better than "cheap."
• •Visuals and Videos are Key: Continue to let the koi be the star. All copy should complement the high-quality photos and videos, drawing attention to the specific features and beauty of the fish shown. The YouTube strategy of individual showcases is excellent.
• •Maintain a Personal, Family-Run Feel: Remind the audience that they are dealing with a family-run company of fellow enthusiasts. Using "we" and sharing the founders' story creates a personal connection that larger, more impersonal retailers cannot match.

Social Perception

Trusted Specialist

Copy Examples

• •The Art of Water, The Heart of Japan. At JS KOI, we don't just sell fish; we share a passion. Each koi is a living jewel, hand-selected from Japan's most revered breeders. Discover the vibrancy and quality that 30 years of dedication brings to your pond.
• •From Our Pond to Yours: The JS KOI Promise. Health. Genetics. Beauty. These are the pillars of our selection process. As fully licensed importers with a 4-star animal welfare rating, we guarantee every koi arrives vibrant, healthy, and ready to thrive. Experience the JS KOI difference.
• •Your Next Centrepiece Has Arrived. Just in from the legendary Sakai Fish Farm. A stunning new collection of Sanke and Showa, boasting deep color and perfect patterns. These Nisai are the future champions of your pond. Book your private viewing today—they won't last long.
• •More Than a Hobby. It's a Legacy. For over three decades, our family has been immersed in the world of Japanese koi. We're now bringing that legacy to you. Whether you're starting your first pond or seeking a grand champion, our expertise ensures you're investing in the finest quality.
• •The Wait is Over. Autumn's Finest Are Here. Announcing our much-anticipated autumn arrivals! A breathtaking selection of hand-picked Tosai, ready to begin their journey in the UK. Explore the new collection and find a living work of art that speaks to you.