Brand Tone

Authentic & Story-Driven, Craftsman & Quality-Focused, Sustainable & Environmentally Conscious, Modern & Design-Oriented, Approachable & Southern, Community-Oriented

Brand Values

• •Sustainability
• •Craftsmanship & Quality
• •Local Sourcing & Community
• •Authenticity & Story
• •Design Excellence
• •Customer Connection

Best Practices

• •Emphasize the 'Why': Always connect back to the core values of sustainability, local sourcing, and craftsmanship. Explain why you use urban timber and what it means.
• •Tell the Story: Whether it's the origin of a specific piece of wood or the brand's journey, incorporate narrative elements to create an emotional connection. Highlight the 'field to studio' ethos.
• •Use Authentic, Descriptive Language: Words like 'salvaged,' 'reclaimed,' 'handcrafted,' 'urban forest,' 'unique grain,' and 'heirloom quality' reinforce the brand's identity. Avoid overly corporate or generic terms.
• •Maintain a Warm and Approachable Voice: Reflect the Southern hospitality mentioned in your materials. Be informative but also friendly and open, inviting conversation ('Call us! Southerners love to talk').
• •Showcase the 'Made in Birmingham' Aspect: Consistently highlight the local craftsmanship, collaborations with local artists, and the pride in being an Alabama-based business. This reinforces authenticity and community connection.

Social Perception

Positive Reputation, Appreciation for Sustainability, Valued for Uniqueness, Seen as a Premium Brand, Recognized for Innovation, Strong Local Identity

Copy Examples

• •Headline: From Fallen Trees to Future Heirlooms. Body: Birmingham's urban forest tells a story. At Alabama Sawyer, we listen. We rescue city trees destined for the landfill and transform their unique beauty into modern, handcrafted furniture designed to last generations. Own a piece of local history, sustainably made.
• •Headline: The Soul of the South, Crafted for Your Home. Body: There's a warmth and character to Southern living, and we capture it in every piece. Using locally salvaged timber and collaborating with Birmingham artisans, Alabama Sawyer furniture brings sustainable design and timeless craftsmanship to your space. More than furniture, it's a connection to community.
• •Headline: Rethink. Reclaim. Redesign. Body: Why choose between beautiful design and a healthy planet? Alabama Sawyer proves you can have both. We see the potential in forgotten urban wood, milling and meticulously crafting it into stunning, eco-conscious pieces that tell a unique story. Elevate your home with sustainable style.
• •Headline: Beyond the Grain: Furniture with Purpose. Body: Each knot, swirl, and pinhole in our urban wood tells of a life lived. At Alabama Sawyer, we honor that journey by creating exceptionally designed, environmentally responsible furniture and home goods. Discover pieces as unique as your story.
• •Headline: Good for Your Home, Good for the Earth. Body: Our Noaway Countertop Compost Bin isn't just beautifully designed; it's a small step towards a greener kitchen. Like all Alabama Sawyer creations, it's crafted from reclaimed urban timber, blending modern aesthetics with a deep respect for nature. Compost in style, live sustainably.