Brand Tone

Friendly and Welcoming, Passionate and Knowledgeable, Community-Oriented, Authentic and Genuine, Quality-Focused

Brand Values

• •Quality: Sourcing and providing high-quality, artisan, and fresh produce is a cornerstone.
• •Local Sourcing & Scottish Heritage: Strong commitment to showcasing and supporting local Scottish, particularly Highland, producers and suppliers.
• •Customer Experience: Prioritizing excellent, friendly service and a welcoming atmosphere.
• •Community Focus: Being an integral part of the Ullapool community, supporting local initiatives, and fostering a sense of belonging.
• •Passion for Food: A genuine love for food and sharing that passion with customers is evident.
• •Tradition and Craftsmanship: Valuing artisan products and traditional methods, while also embracing some continental deli traditions.
• •Inclusivity: Offering options for various dietary needs, such as vegan and gluten-free products.

Best Practices

• •Embrace "Friendly Ullapool Insider" Language: Use warm, approachable, and slightly informal language. Refer to local landmarks, events, or shared experiences where appropriate to reinforce the community connection. Make customers feel like they are part of the "Deli Family."
• •Spotlight the Source: Consistently highlight the local and Scottish origins of products. Mentioning specific farms, producers, or regions adds authenticity and reinforces the value of quality and local support.
• •Share the Passion: Let genuine enthusiasm for food shine through. Use descriptive and enticing adjectives when talking about products. Share personal recommendations or "team favourites."
• •Be Genuinely Helpful and Informative: Provide useful information about products, such as pairing suggestions, storage tips, or brief stories about the producers. This positions the brand as knowledgeable and customer-focused.
• •Visual Storytelling Alignment: Ensure that the tone of written copy aligns with the visual elements used (especially on Instagram). If images are high-quality, natural, and showcase the beauty of the products and location, the copy should complement this with genuine, appreciative, and descriptive language.

Social Perception

Highly Regarded, High-Quality Provider, Friendly and Excellent Service, Local Champion, Great for Takeaways and Picnics, Welcoming Atmosphere, Good Value

Copy Examples

• •Social Media Post (New Product): Say hello to your new obsession! 👋 Fresh in from the [Local Farm/Producer Name] ovens, these [Product Name] are bursting with Highland flavour. We believe in the best, and that means supporting our amazing local artisans. Come grab yours before they disappear – they’re already an Ullapool legend in the making! 😉 #WestCoastDeli #Ullapool #ScottishProduce #ArtisanFood #ShopLocal
• •Website Banner (Hampers): Taste the Highlands, Delivered. ✨ Our handpicked hampers are brimming with Scotland's finest artisan cheeses, charcuterie, and sweet treats. Crafted with love in Ullapool, perfect for gifting or a truly special indulgence. Explore the best of Scottish fayre. [Link to Hampers] #ScottishHampers #ArtisanCheese #FineFood #WestCoastDelicatessen
• •In-Store Signage (Daily Special): Today’s Ullapool Hug: Our hearty [Soup Name] soup, made with fresh, local ingredients, paired with a crusty roll from Three Little Bakers. Warm up your day the West Coast Deli way! #DeliKitchen #HomemadeGoodness #SupportLocal
• •Instagram Caption (Scenic/Community Focus): Another stunning morning here in Ullapool! ☀️ We're so lucky to call this beautiful corner of the Highlands home and to work with incredible local suppliers who bring the best of Scotland to our wee deli. Pop in and say hi – we’d love to share our passion for great food with you. #LoveUllapool #HighlandLife #WestCoastDeliFamily #CommunityLove
• •Email Newsletter Snippet (Featured Cheese): This week, we’re shining a spotlight on the incredible [Cheese Name] from [Cheesemaker Name]! 🧀 Creamy, full-flavoured, and made with passion just [distance] away. Shân and Richard reckon it’s best with [pairing suggestion]. Come taste a piece of Scottish heritage at your friendly neighbourhood deli. #ArtisanCheese #ScottishCheese #FoodieFinds #WestCoastDeli