Brand Tone

passionate, transparent, and friendly

Brand Values

• •Sustainability
• •Fairness to Fishermen
• •Freshness & Quality
• •Transparency & Traceability
• •Community
• •Regeneration

Best Practices

• •Always lead with freshness and traceability: Make these the heroes of your copy. Mention how recently the fish was caught and, where possible, the boat or fisherman.
• •Champion the fishermen: Tell their stories, use their names, and highlight how buying from Pesky Fish directly benefits them and their communities.
• •Educate with passion: Share information about different fish species, sustainable practices, and the importance of a healthy marine ecosystem in an engaging and accessible way.
• •Use vibrant, sensory language: Describe the taste, texture, and appearance of the fish to evoke desire and emphasize its quality. Words like "ocean-fresh," "flaky," "succulent," "vibrant" work well.
• •Maintain a friendly and approachable voice: Even when discussing serious topics like sustainability, keep the tone positive and inviting. Encourage interaction and questions from your audience.

Social Perception

Customers and media see them as a champion for sustainable fishing and a provider of high-quality, fresh seafood. They are viewed as an ethical company that cares about both the environment and the livelihoods of fishermen.

Copy Examples

• •Taste the difference true freshness makes. From <boat name> to your table in 48 hours. That's the Pesky Fish promise.
• •This isn't just seafood, it's a commitment. To our fishermen, our oceans, and to bringing you the best. #PeskyFish #SustainableSeafood
• •Tired of the same old supermarket fish? Discover incredible, underloved British species, landed this morning and bursting with flavour. Your culinary adventure starts here.
• •Meet <fisherman's name>, the hands behind today's stunning catch of <fish species>. By choosing Pesky Fish, you're supporting their craft and helping our seas thrive.
• •Don't just sustain. Regenerate. Every Pesky Fish order helps rebuild our precious marine ecosystems for generations to come. #RegenerativeSeafood