Brand Tone

authentic, straightforward, and community-focused

Brand Values

• •Freshness
• •Community
• •Quality
• •Accessibility

Best Practices

• •Emphasize Freshness in Every Message: Always lead with the core value of freshness. Use phrases like 'caught today,' 'ocean-to-plate,' and 'dockside direct' to reinforce this commitment.
• •Use Simple, Direct Language: Avoid corporate jargon or overly descriptive marketing speak. Keep the language clear, honest, and focused on the quality of the product.
• •Showcase Community and Culture: Feature user-generated content (with permission) that shows diverse customers enjoying the food. This authentically communicates the brand's role in the community.
• •Be Transparent About Sourcing: Highlighting the fact that the owner is a licensed fish receiver who buys directly from fishermen is a powerful trust signal and a key differentiator. This story should be a cornerstone of the brand's narrative.
• •Maintain a Consistent Voice Across All Platforms: Whether it's a website update, an in-store sign, or a future social media post, the tone should remain authentic and product-focused. The voice should be that of a proud, local fishmonger, not a large corporation.

Social Perception

Customers generally perceive Takanini Fish Mart as a reliable local spot for fresh seafood and classic fish and chips. It is seen as a no-frills establishment where the quality and freshness of the fish are the main attractions. The brand resonates well with locals, including the Pasifika community, who appreciate the availability of fresh ingredients for traditional meals. Negative reviews, while present, are several years old and focus on specific takeaway experiences, whereas more recent online mentions are positive.

Copy Examples

• •Straight from the boat to your table. We partner directly with local fishermen to bring you Auckland's freshest seafood daily. Taste the difference that true freshness makes.
• •Your weeknight dinner, sorted. Busy schedule? Our fresh fillets are ready for a quick and healthy meal. Or, let us do the cooking —grab our famous fish and chips tonight!
• •The heart of a home-cooked meal. From family gatherings to quiet nights in, our selection of fresh kina, prawns, and snapper brings everyone to the table.
• •Halal-certified and always fresh. Everyone deserves a great meal. That's why our delicious, crispy fish and chips are 100% halal, cooked to perfection every time.
• •Taste the tradition. We're proud to provide the fresh ingredients that connect communities. Perfect for your favorite dalo and fish recipe, and so much more.