Brand Tone

Sophisticated yet Approachable, Passionate and Proud, Creative and Modern, Welcoming and Friendly, Slightly Edgy/Playful (with cocktails)

Brand Values

• •Quality Ingredients
• •Culinary Excellence & Creativity
• •Warm Hospitality
• •Authenticity & Passion
• •Attention to Detail
• •Sustainability and Ethical Sourcing (emerging)
• •Community Focus

Best Practices

• •Storytelling through Sourcing: Always highlight the local and seasonal aspect of ingredients. Name suppliers where appropriate. This reinforces values of quality, community, and authenticity.
• •Balance Sophistication with Warmth: Use descriptive, evocative language for food and drinks ("sumptuous," "vibrant," "handcrafted") but ensure the overall tone remains inviting and friendly ("join us," "we welcome you," "your table awaits").
• •Showcase Passion and Expertise: Let the voices of Alice (chef) and Richard (front-of-house), and even the mixologists, come through. Share insights into menu creation, ingredient selection, or cocktail design. This builds authenticity and trust.
• •Embrace the "Creative Edge" Sensibly: While maintaining overall quality and approachability, don't shy away from showcasing innovative or unique offerings, especially with cocktails. Use playful or intriguing language here, but always gauge audience reception.
• •Engage Genuinely: Respond to reviews and social media comments in a manner that reflects the brand's warm and appreciative nature. Personalize responses where possible and address any concerns with grace and professionalism.

Social Perception

Highly Regarded Gem, Destination for Food Lovers, Trusted and Recommended, Atmospheric and Enjoyable, Innovative (especially with cocktails), Welcoming to All (including dietary needs)

Copy Examples

• •Headline: Galway's Heart, Ireland's Larder, Global Soul. Body: At Rúibín, we don't just cook; we craft. Journey with us through a menu inspired by the wild Atlantic way and the finest local farms, reimagined with a curious, contemporary spirit. Book your table and taste the passion. Call to Action: Reserve Your Experience.
• •Headline: More Than a Meal. It's a Rúibín Moment. Body: From the first, surprising sip of a handcrafted cocktail to the last, lingering taste of our seasonal dessert, we believe in creating moments. Join us by the docks for an evening where every detail is a delight. Call to Action: Discover Our Menus.
• •Headline: Local Heroes. Global Flavours. Body: We shake hands with the farmers and fishermen who provide our incredible Irish produce. Then, our kitchen transforms it with a dash of daring and a world of inspiration. It’s contemporary Irish, with a Rúibín signature. Call to Action: Meet Our Suppliers (on website).
• •Headline: The Art of the Cocktail, Perfected by the Docks. Body: Our bar is a laboratory of flavour. Classic concoctions, modern marvels, and a few Rúibín originals you won't find anywhere else. Let our mixologists craft your perfect evening. Call to Action: Explore Our Drinks List.
• •Headline: Your Favourite Galway Secret (That's Not So Secret Anymore). Body: Step into Rúibín and feel that immediate sense of finding somewhere truly special. Loved by locals, cherished by visitors. Come see what all the fuss is about. Call to Action: Book Ahead – We’re Popular!