Brand Tone

Trustworthy, Passionate, and Community-Oriented.

Brand Values

• •Freshness & Quality
• •Sustainability
• •Transparency & Trust
• •Family & Community
• •Simplicity & Health

Best Practices

• •Lead with Freshness, Always: Every piece of copy, from a product description to a social media post, should circle back to the core value of freshness. Use sensory words like "clean taste," "firm texture," "sweet," and "succulent" and reinforce the "harvested-to-order" promise.
• •Tell the "Farm-to-Table" Story: Consistently narrate the journey of the fish. Mentioning the Pulau Ubin sea farm, the solar-powered operations, and the short delivery window reinforces transparency and the brand's unique selling proposition.
• •Speak with Passionate Authority: Write as a knowledgeable farmer, not a generic retailer. Share insights about aquaculture, explain why certain fish are in season, and offer preparation tips. This builds trust and positions the brand as a dedicated expert.
• •Foster Your Community: Actively feature customer content. Use testimonials, share customer photos and recipes, and mention them in posts. This makes the brand feel personal and community-driven, turning customers into advocates.
• •Keep it Clean and Simple: Mirror the product itself —the copy should be clean, straightforward, and honest. Avoid overly complex jargon or aggressive sales language. The tone should be as pure and trustworthy as the fish they sell.

Social Perception

The Sampan Catch is perceived by the public and its customers as a premium, reliable, and trustworthy source for exceptionally fresh seafood. Customers view the brand as a superior alternative to wet markets and supermarkets, frequently noting the absence of any "muddy" or "fishy" taste and the clean, ready-to-cook state of the fish. The brand is seen as an authority on fish quality. Customers trust their recommendations and value the "restaurant standard" quality that can be achieved at home. It is appreciated as a local, family-run business with a strong connection to its roots and a commitment to sustainable practices. The direct farm-to-home model is a key differentiator that customers associate with ultimate freshness and convenience.

Copy Examples

• •Taste the difference the tide makes. Our Barramundi are raised in the fast-flowing, clean waters off Pulau Ubin, giving them a sweet, clean flavour you won't find anywhere else. Harvested this morning, on your table tonight. It ’s that simple. #TheSampanCatch #SGFish #FarmToTable
• •Healthy family meals start with the freshest ingredients. Our family-run farm delivers restaurant-quality fish that ’s so fresh, even the kids will ask for seconds. No chemicals, no antibiotics, just pure, delicious fish. Order today for delivery within hours of harvest. #FamilyDinner #SingaporeFood #FreshSeafood
• •Good for you, good for the planet. Our farm runs on 100% solar power, bringing you sustainably-raised fish from Singapore's coastal waters. We believe in flavour you can feel good about. #SustainableSeafood #SupportLocalSG #CleanEating
• •You asked, we listened! So many of you have raved about your steamed Grouper, and this recipe from our customer, Mrs. Ng, is a must-try. She says our Pearl Grouper has a 'succulent' and 'rich' flavour that rivals any restaurant. See how she does it and order yours for the weekend! #CommunityKitchen #SampanRecipes
• •(Video shows quick cuts of fish being harvested from the water, packed in ice, and placed in a delivery vehicle) From our sampan to your supper in under 5 hours. That ’s the Sampan Catch promise. Taste the freshness. #SGFyp #FishTok #FreshCatchDaily