Brand Tone

direct, functional, and confident

Brand Values

• •Freshness
• •Direct Access & Quality Sourcing
• •Expertise & Service
• •Legacy

Best Practices

• •Lead with Freshness and Source: Every piece of copy should, whenever possible, tie back to the core values of ultimate freshness and direct sourcing. Use phrases like "From the water to you," "Sourced from local fishermen," and "The peak of freshness."
• •Use Confident, Declarative Language: Avoid hesitant or overly descriptive language. Be bold. Use statements like "This is Maryland's finest," "We provide...," and "You get...." This reinforces the brand's expert positioning.
• •Emphasize Expertise: Regularly mention the "fishmonger" and the ability to customize orders. This is a key differentiator from standard online stores and highlights the human expertise behind the products.
• •Keep it Simple and Action-Oriented: The copy should be easy to understand and guide the user to the next step. Use clear calls to action like "Place Your Order," "Select Your Seafood," and "Connect with our Fishmonger."
• •Maintain a Professional, Not Overly Casual, Tone: The brand is an expert supplier, not a folksy fish stand. The tone should be respectful and focused on the product and service quality. While friendly, it should avoid slang or overly casual language to maintain its credibility as a premium provider.

Social Perception

specialist supplier or a wholesale-direct source; professional, direct-from-the-docks provider for the serious home chef or event planner who prioritizes the quality and source of the product

Copy Examples

• •Stop searching for freshness. We bring the docks to your door. With over a decade of supplying the best, we now deliver Maryland's finest seafood directly to you.
• •Caught in the Chesapeake's waters, our Wild Rockfish is a local treasure. Tell our fishmonger how you want it prepared. Freshness, cut to your order. Delivered tomorrow.
• •1. Select Your Catch. 2. Specify Your Cut. 3. Schedule Your Delivery. It's that simple. You get the same quality seafood trusted by restaurants, without the hassle.
• •You value what's on the plate. We value where it comes from. For decades, we've been the trusted source for Maryland's top kitchens. Now, that same quality is available for yours.
• •Serious About Seafood? Get direct access to local fishermen and crabbers. Maryland Seafood Market offers next-day delivery on bulk and custom-cut orders. Taste the difference the source makes.