Brand Tone

Passionate & Artisanal, Expert & Knowledgeable, Community-Oriented & Collaborative, Quality-Focused & Performance-Driven, Approachable & Authentic

Brand Values

• •Craftsmanship
• •Quality
• •Passion
• •Integrity & Honesty
• •Community & Collaboration
• •Functionality & Ergonomics

Best Practices

• •Emphasize Craftsmanship and Passion: Always highlight the human element, the skill involved, and the genuine love for knifemaking that goes into each product. Use words like 'handcrafted,' 'artisan,' 'dedicated,' 'passion,' and 'meticulous.'
• •Focus on Benefits, Not Just Features: While technical details like steel type and blade geometry are important, translate these into tangible benefits for the user – 'effortless slicing,' 'joy in cooking,' 'reduces hand fatigue,' 'lasts a lifetime.'
• •Maintain an Expert Yet Approachable Voice: Share knowledge confidently but avoid overly technical jargon unless explained. The tone should be like a skilled friend sharing their expertise. Videos with makers are a good example of this.
• •Showcase the 'Why': Communicate the underlying philosophy – that passionate cooks deserve exceptional tools made with integrity. This builds a deeper connection than just selling a product.
• •Build Community and Authenticity: Use real stories from the makers and customers (with permission). Highlight the collaborative nature of the forge. Be transparent about the process and what makes Acre Forge knives special.

Social Perception

Highly Regarded for Quality and Craftsmanship, Valued for Performance, Seen as Artisanal and Unique, Good Customer Service, Premium Product, Part of a Respected Craft Community

Copy Examples

• •Headline: Beyond Sharp. Beyond Compare. Discover Acre Forge. Body: At Acre Forge, we don't just make knives; we pour our passion and decades of collective bladesmithing expertise into every piece. Feel the difference that true craftsmanship makes in your kitchen.
• •Headline: The Heart of Your Kitchen, Forged in Portland. Body: Acre Forge is a community of artisans dedicated to creating knives that inspire. From the fiery forge to your hand, each blade is a testament to quality, performance, and the joy of cooking.
• •Headline: Stop Compromising. Start Creating. Body: You're passionate about food. You deserve tools that match that passion. Our Macrum Chef Knife is designed by expert makers for an unparalleled cutting experience – because cooking should be a pleasure, not a chore.
• •Headline: Meet the Hands Behind the Blade. Body: Acre Forge isn't a faceless factory. We're Jamison, Chloe, Adam, Ryan, and more – individual smiths with unique styles, united by a love for the craft. Explore our Signature series and find a knife that speaks to you.
• •Headline: More Than a Tool. It's a Legacy. Body: An Acre Forge knife is an investment in enduring quality and timeless design. Crafted to be treasured for life, it’s ready to be part of your culinary journey, meal after delicious meal.