Email & Social Content for
The Ember Group
The Ember Group is a hospitality collective behind three of Palm Beach County’s most acclaimed restaurants—Buccan, Imoto, and Grato.
Their challenge wasn’t building hype. It was clarifying a brand that already had cultural equity. They needed voice, tone, and messaging that reflected their style: refined, minimal, confident, and experience-driven.
Clients: Buccan, Buccan Sandwich Shop, Grato, Imoto
Role: Copywriter, Strategist
The Challenge
Three separate restaurants with connected DNA
Voice was ornate, making descriptions feel overemphasized
Messaging was inconsistent
Copy needed to stay premium without sounding promotional
The Strategy
I built a messaging and voice direction centered on the brand’s core principles:
Journalistic. Humble. Understated. confident but not boastful.
Strategic Goals:
Establish a minimal, elevated voice that reflects the culinary style
Shift copy from promotional to experiential
Keep the tone premium without the typical “fine dining” clichés
Create cohesion across email, social, and campaigns
The Transformation
What Changed:
Stronger voice differentiation between the three concepts
Cleaner, more elevated messaging that aligns with the guest experience
Brand presence that feels premium without ever saying “premium”
Neighborhood dining, but executed at the highest level. The voice is warm, familiar, and polished—big flavors, no bragging.
Email & Social Content
Bold yet restrained. Messaging reflects the exclusivity of a small dining room and the precision behind curated flavor combinations and thoughtful presentation.
A high-energy dining experience without the theatrics. Messaging leans into elevated simplicity, refined ingredients, and the quiet confidence of a culinary destination.
