Brand Tone

Passionate, Educational, Community-Oriented, Approachable, Playful (subtle)

Brand Values

• •Sustainability
• •Support for Small Businesses & Local Community
• •Quality & Freshness
• •Education & Awareness
• •Ethical Practices
• •Accessibility

Best Practices

• •Champion Sustainability Authentically: Don't just use sustainable as a buzzword. Weave in specific details about sourcing, partners, or impact when possible. Explain why it matters to the brand and the consumer.
• •Tell the More Story: Remember Salinity Seafood & More. While seafood is key, highlight the More – the artisans, the community, the unique pantry items, the gifts, the educational workshops. This broadens appeal and reinforces the diverse value.
• •Educate, Don't Preach: Share knowledge about products, sustainability, and the PNW region in an engaging and accessible way. Avoid a condescending or overly technical tone. Make learning a delightful part of the customer experience.
• •Keep it Personal and Passionate: Let Emily Wilder's passion and the stories of the small producers shine through. Use we and our to foster a sense of community. Share testimonials and customer stories.
• •Maintain a Consistent Voice Across Platforms: Ensure the tone on the website, social media (including TikTok's engaging style), newsletters, and any in-person interactions feels like it's coming from the same thoughtful, community-minded, and passionate brand. Use a style guide if helpful.

Social Perception

Perceived as a community-focused and ethical business that cares about its impact on the environment and local community, a provider of unique & quality goods, and trustworthy.

Copy Examples

• •Headline: Taste the Pacific Northwest. Support Its Future. Body: Discover unique, sustainably sourced treasures from local artisans and food producers. Every bite and every gift tells a story of our vibrant region and helps us give back. What story will you share? #EatSalinity #SupportLocalPNW
• •Headline: More Than Just Seafood. It's a Sea Change. Body: We believe in the power of good food to make a difference. From tide-to-table oysters to handcrafted pantry staples, Salinity brings you the best of the PNW while championing sustainability and community. Join us in nourishing both people and planet. #SustainableSeafood #PNWGoodness
• •Headline: Know Your Farmer, Know Your Food, Love Your PNW. Body: Emily, our Sea-E-O, handpicks every item from small-batch producers who share our passion for quality and ethical practices. Learn their stories, savor the flavors, and become part of the Salinity family. Explore our curated collection today! #WhidbeyIsland #ArtisanMade
• •Headline: Little Oysters, Big Impact. Body: Did you know the Olympia oyster is native to our waters and plays a vital role in our ecosystem? We're making these (and other sustainable seafood) accessible to all. Taste the difference, support the Salish Sea. #OysterLove #SalinitySeafood
• •Headline: Gifts That Give Back to the Pacific Northwest. Body: Looking for something special? Our selection of goods from PNW artists and makers are perfect for any occasion. Plus, a portion of our proceeds supports local Whidbey Island nonprofits. Feel good giving with Salinity. #ShopPNW #GiftsWithPurpose