Brand Tone

Authentic, Traditional, Nostalgic, Community-Focused, Friendly, Passionate, Enthusiastic, and Playful (subtle).

Brand Values

• •Tradition & Heritage
• •Quality & Craftsmanship
• •Authenticity
• •Community
• •Customer Satisfaction
• •Innovation (within tradition)

Best Practices

• •Embrace Heritage Language: Consistently use words and phrases that evoke tradition, authenticity, and nostalgia (e.g., 'old-fashioned,' 'barrel-cured,' 'generations-old recipe,' 'just like mom used to make').
• •Highlight Sensory Details: Focus on the 'crunch,' 'snap,' 'tangy,' 'garlicky,' and 'fresh' aspects of the pickles to make the descriptions vivid and appealing.
• •Tell the Story: Weave in the narrative of being the last pickle store on Essex Street and the history of the neighborhood to reinforce their unique position and legacy.
• •Maintain a Friendly, Approachable Voice: Even while emphasizing tradition, keep the tone welcoming and conversational, as if talking to a neighbor or a regular customer.
• •Showcase Variety with a Nod to Tradition: When introducing newer or more unusual pickled items, always tie them back to the core commitment to traditional pickling methods and quality.

Social Perception

Iconic, Legendary, Authentic, High Quality, Nostalgic, Comforting, Friendly, Welcoming, Go-To Experts, and Viral Sensation (to some extent).

Copy Examples

• •Headline: Taste the Tradition. Bite into History. Body: For over a century, The Pickle Guys have been crafting authentic, barrel-cured pickles right here on the Lower East Side. No shortcuts, no preservatives – just the real, old-world flavor your grandparents savored. Come taste the legacy.
• •Headline: More Than Just Pickles. It's a Flavor Adventure. Body: Sure, we’ve got the classic sours and half-sours that made us famous. But have you tried our pickled pineapple? Or our zesty pickled turnips? We’re always pickling something new, the old-fashioned way. Your taste buds will thank you.
• •Headline: That Crunch You Remember? We Still Make It. Body: Remember the snap of a perfect pickle from the barrel? At The Pickle Guys, that memory is alive and well. We use time-honored recipes and the freshest ingredients to give you that satisfying crunch in every bite.
• •Headline: From Our Barrels to Your Home: A True LES Experience. Body: Can't make it to Essex Street? We'll ship the authentic taste of The Pickle Guys right to your door. Experience the tradition, no matter where you are.
• •Headline: Keeping the Lower East Side Pickle Legacy Alive, One Barrel at a Time. Body: We're proud to be the last pickle guys on the block, carrying on a delicious heritage. Stop by, say hi, and grab a taste of true New York history. Certified Kosher.