Brand Tone

Passionate & Knowledgeable, Welcoming & Community-Oriented, Authentic & Trustworthy, Slightly Premium yet Approachable, Enthusiastic & Engaging

Brand Values

• •Sustainability
• •Quality & Freshness
• •Exceptional Guest Experience
• •Community Focus
• •Craftsmanship & Passion

Best Practices

• •Lead with Passion: Let genuine enthusiasm for seafood, sustainability, and hospitality shine through in every word. Use evocative and appetizing language.
• •Champion Sustainability Authentically: Don't just say you're sustainable; explain what it means (e.g., "We partner with Ocean Wise fisheries," "Proudly serving B Corp certified ingredients where possible"). Be transparent.
• •Speak the "Fresh" Language: Use terms that convey immediate freshness – "just landed," "ocean-to-table," "daily catch," "shucked to order."
• •Foster a Sense of Community: Address your audience inclusively ("gather your crew," "join our table"). Highlight local partnerships and staff stories when appropriate.
• •Educate, Don't Preach: Share interesting facts about oysters, fish varieties, or sustainable practices in an engaging and accessible way, positioning the brand as a knowledgeable friend, not a lecturer.

Social Perception

Highly Regarded Seafood Destination, Trusted for Quality and Sustainability, Vibrant and Enjoyable Atmosphere, A Treat/Special Occasion Spot, Knowledgeable and Passionate Staff

Copy Examples

• •Instagram Post (Focus: Freshness & Community): Dive into freshness! 🌊 Our latest haul of East Coast oysters has just landed, each one shucked to perfection and waiting for you. Gather your favourite people and taste the ocean with us tonight. #TheWhalesbone #OttawaSeafood #OysterLove #FreshCatch #CommunityTable
• •Website Banner (Focus: Sustainability & Quality): Sustainably Sourced. Expertly Served. At The Whalesbone, every dish tells a story of responsible fishing and a passion for the finest ingredients. Experience the taste of real quality. #EatSustainable #OttawaFood #QualitySeafood
• •Facebook Ad (Focus: Experience & Atmosphere): More than just a meal, it's a Whalesbone moment. From lively conversations to the perfect wine pairing, we're crafting unforgettable experiences daily. Book your table and let the good times roll! #WhalesboneExperience #OttawaDining #GoodVibesOnly
• •Instagram Story (Focus: Behind-the-Scenes & Expertise): (Short video of an oyster shucker at work or chef explaining a dish) Meet the artists behind your plate! Our team's passion? Bringing you the best of the sea. Ask us about today’s oyster varieties – we love to share our knowledge! #ShuckYeah #SeafoodExperts #OttawaChefs #WhalesboneCrew
• •Promotional Email (Focus: Value & Exclusivity): Your mid-week ocean escape awaits! Join us for our [e.g., 'Sustainable Seafood Night' or 'Featured Oyster Special'] this Wednesday. Indulge responsibly with specially priced delights that are as good for the planet as they are for your palate. Reserve your spot – these treasures go fast! #WhalesboneSpecials #SustainableDining #OttawaEats