Brand Tone

Premium, Educational, and Confident

Brand Values

• •Uncompromising Quality
• •Sustainability and Responsibility
• •Customer-Centric Service & Simplicity
• •Expertise

Best Practices

• •Lead with Quality and Confidence: Always use language that reflects a superior product. Words like "premium," "exceptional," "curated," and "best" should be common, but always backed by a reason (e.g., "Exceptional flavour *because* of its cold-water origins"). Avoid hesitant or overly sales-y language.
• •Educate, Don't Just Sell: Frame product information as an educational opportunity. Explain *why* a certain fish is special, where it comes from, or what makes its sourcing sustainable. This builds authority and justifies the premium price.
• •Emphasize "Simple" and "Accessible": While the product is premium, the brand promise is "Quality Seafood, Made Simple." The copy should reflect this by providing clear cooking suggestions, easy-to-navigate product pages, and a straightforward ordering process. The tone should be accessible, not elitist.
• •Tell the Story of Sustainability: Don't just say "sustainable." Briefly mention the "why" or "how." For example, "Sourced from MSC-certified fisheries" or "By choosing our cod, you support responsibly managed fish populations." This gives substance to the claim.
• •Use Sensory and Evocative Language: Seafood is an experience. Use descriptive words that appeal to the senses. Terms like "velvety," "flaky," "rich," "briny," "buttery," and "a clean taste of the ocean" help customers imagine the quality and taste of the product before they buy.

Social Perception

Public perception of Pier 87 is largely positive, focusing primarily on high-quality, fresh seafood. Customers view it as a treat or premium option, appreciate the convenience of its online store and delivery, and distinguish between the physical restaurant and the core market brand focused on premium, sustainable seafood.

Copy Examples

• •Website Homepage Banner: Headline: Beyond Fresh. This is Seafood with a Standard. Sub-headline: Sourced sustainably. Curated by experts. Delivered to your door. Experience the Pier 87 difference. Button: Shop The Catch
• •Instagram Post (Image of a beautiful piece of raw salmon): Caption: Simple doesn't mean ordinary. Our Atlantic Salmon is a testament to our promise: the highest quality seafood, made simple for your kitchen. Sourced from responsible ocean farms, its rich flavour and perfect texture are nature 's work, curated by us. Ready to elevate your next meal? Tap the link in our bio. #Pier87 #QualitySeafood #SustainableSalmon #SimplySuperior
• •Facebook Ad targeting foodies: Headline: Tired of the "fresh fish" gamble? Body: At Pier 87, quality isn't a guess —it's a guarantee. For over 30 years, our parent company has built relationships with the world's most responsible fisheries. We bring that expertise directly to you. Taste the confidence. Call to Action: Order Now
• •Email Subject Line: Subject: This Week 's Catch: Why Our Halibut is a Cut Above. Body Preview: A note from our fishmonger on the story behind our pristine, line-caught Pacific Halibut...
• •Product Description (for Black Cod): Title: Sablefish (Black Cod) - The Butter of the Sea Description: Indulge in the rich, velvety texture of our Sablefish, often called Black Cod. Celebrated by chefs for its intense flavour and high Omega-3 content, each fillet is sourced from the deep, cold waters of the Pacific. Its flaky, melt-in-your-mouth quality makes it perfect for simple preparations like broiling or pan-searing. A premium choice for a truly memorable meal.