Brand Tone

Expert & Knowledgeable, Passionate & Reverent, Quality-Focused & Discerning, Sustainable & Responsible, Authentic & Artisanal

Brand Values

• •Heritage & Tradition: Valuing and preserving historical building techniques and materials.
• •Quality & Excellence: Commitment to producing superior, artisanal products.
• •Sustainability & Environmental Responsibility: Prioritizing natural, eco-friendly materials and processes.
• •Knowledge & Education: Dedication to sharing expertise and advancing the field through their Academy.
• •Authenticity: Staying true to traditional methods and natural material properties.
• •Innovation Rooted in Tradition: Combining ancient wisdom with modern research to meet contemporary needs.

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the identified tone (Expert, Passionate, Quality-Focused, Sustainable, Authentic), key terminology (e.g., "artisanal," "heritage," "natural," "slow production"), and provide do's and don'ts. This ensures anyone writing for the brand has a clear reference.
• •Prioritize Substance and Accuracy: Given the expert tone, all claims about material properties, historical accuracy, and environmental benefits must be well-founded and clearly articulated. Avoid hyperbole; let the quality and heritage speak.
• •Use Storytelling to Convey Passion and Heritage: Instead of just listing product features, weave narratives around the origin of the materials, the historical techniques they honor, or the vision behind a specific project. This connects emotionally with an audience that values authenticity.
• •Educate, Don't Just Sell: Leverage the "Academy" ethos in all copy. Explain the "why" behind product choices, the benefits of natural materials, and the importance of traditional techniques. This reinforces expertise and builds trust.
• •Maintain Visual and Textual Harmony: Ensure the language used in copywriting aligns with the visual elements on the website and any marketing materials. If the imagery is natural, textured, and historical, the copy should evoke similar qualities of craftsmanship, authenticity, and timelessness. Consistency across all touchpoints is key.

Social Perception

To be seen as a highly specialized, authoritative, and trustworthy source for premium, natural building materials for restoration and sustainable construction. They likely aim to be perceived as guardians of historical building traditions, updated for modern standards of quality and environmental care.

Copy Examples

• •Tuolon: Reviving Ancient Wisdom for Modern Sanctuaries. Discover artisanal cements, limes, and plasters, crafted with respect for heritage and a commitment to sustainable futures.
• •Breathe life back into heritage structures with Tuolon's Natural Hydraulic Limes. Engineered by tradition and refined by research, our limes offer unparalleled breathability, durability, and aesthetic integrity for authentic restoration and conscientious new builds.
• •At Tuolon, we don't just make building materials; we safeguard a legacy. Our 'slow production' philosophy and dedication to select natural raw materials ensure that every product embodies the soul of artisanal craftsmanship and the promise of a greener tomorrow.
• •Master the Art of Natural Building. Join the Tuolon Academy and delve into the timeless techniques of working with lime and traditional mortars. Learn from the experts, honor the past, and build a sustainable future.
• •From historic landmark restorations to pioneering green buildings, Tuolon materials provide the authentic foundation for architectural excellence. Explore projects where tradition, quality, and sustainability converge.