Brand Tone

Authentic & Passionate, Community-Oriented, Quality-Focused, Informative & Transparent, Slightly Understated/Humble

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Community Support
• •Tradition & Heritage
• •Health & Naturalness
• •Women-Owned Business

Best Practices

• •Always Emphasize Freshness and Quality: Use descriptive language that highlights the superior quality of the seafood ("freshly caught," "highest quality," "succulent," "delicate smoke").
• •Tell the Story: Weave in the narrative of sustainability, local sourcing, the Cape Ann Fresh Catch connection, and being a women-owned business. This builds authenticity and connection.
• •Maintain a Knowledgeable and Passionate Voice: Copy should sound like it's coming from people who genuinely care about seafood, the ocean, and their craft. Share tips, serving suggestions, or facts about the fish.
• •Keep it Clean and Simple: Reflect the "simple ingredients" value in the copy – clear, concise, and unpretentious language. Avoid excessive jargon or overly elaborate claims.
• •Visually Align: Ensure that imagery used alongside copy (especially on social media and website) is high-quality, appetizing, and reflects the natural, artisanal nature of the products. Show the texture and appeal of the smoked seafood.

Social Perception

Trusted Source of Quality Seafood, Ethical and Responsible, Artisanal and Specialized, Community-Connected

Copy Examples

• •Headline: From Our Docks to Your Dish: Taste the Cape Ann Difference. Body: At Twin Light Smokehouse, we believe in tradition, quality, and the bounty of our local waters. Each small batch of our smoked seafood starts with the freshest, ethically-sourced catch from New England fishermen. Simple ingredients, natural smoke, and a passion for perfection – that's our promise.
• •Headline: More Than Just Smoked Salmon. It's a Commitment to Our Coast. Body: As part of the women-owned Cape Ann Fresh Catch, Twin Light Smokehouse was born from a desire for zero-waste and a deep respect for our fishing community. Savor the rich, smoky flavor that’s good for you and our ocean.
• •Headline: Small Batch, Big Flavor. Discover Our Artisan Smoked Mussels. Body: Forget mass-produced. Our smoked mussels are handcrafted with care in Gloucester, MA, using time-honored techniques and the freshest, sustainable seafood. Taste the dedication in every bite.
• •Headline: Simple Ingredients. Extraordinary Taste. That’s Twin Light Smokehouse. Body: We let the quality of our locally-sourced fish shine. No artificial additives, just pure, natural smoke and meticulously selected seasonings. Perfect for your next gathering or a simple, delicious meal.
• •Headline: Supporting Our Fishermen, Nourishing Our Community. Body: Every purchase from Twin Light Smokehouse directly supports the hardworking fishermen of Cape Ann and our mission of sustainability. Taste the freshness, feel the connection.