Brand Tone

Artisanal & Passionate, Considered & Timeless, Honest & Authentic, Quietly Confident & Understated, Slightly Academic/Educated

Brand Values

• •Craftsmanship
• •Quality & Longevity
• •Sustainability & Respect for Materials
• •Timeless Design
• •Utility & Beauty
• •Personalization & Client Relationship
• •Heritage & Modernity

Best Practices

• •Prioritize Craftsmanship in Language: Always highlight the handmade nature, the skill involved, and the attention to detail. Use words like handcrafted, meticulously made, skilled artisans, traditional joinery.
• •Emphasize Longevity and Timelessness: Speak to the idea of pieces lasting for generations, transcending trends, and becoming future heirlooms. Avoid overly trendy or temporary-sounding language.
• •Maintain an Authentic and Honest Voice: Be transparent about materials (sustainably sourced wood) and processes. Let the genuine passion for the craft shine through, avoiding overly slick or corporate jargon.
• •Use Considered and Evocative Descriptions: Focus on the inherent beauty of the materials, the thoughtful design process, and the story behind each piece. Appeal to an appreciation for quality and artistry.
• •Reflect a Respect for Heritage: When appropriate, draw connections to historical inspirations like the Arts & Crafts movement, while always framing it within a contemporary context. This adds depth and intellectual appeal.

Social Perception

Highly Respected in Craft & Design Circles, Associated with Quality and Durability, Authentic & Passion-Driven, Appeals to a Discerning Clientele, Evokes a Sense of English Countryside Heritage

Copy Examples

• •Headline: Enduring Craft. Timeless Design. Body: At Alfred Newall, we believe furniture should tell a story – a story of meticulous craftsmanship, sustainably sourced wood, and design that transcends fleeting trends. Each piece is handmade in our Sussex workshop, destined to become a cherished part of your home for generations. Discover the art of lasting quality.
• •Headline: Rooted in Tradition, Designed for Today. Body: Inspired by the enduring principles of the Arts & Crafts movement, our furniture combines time-honored woodworking techniques with a contemporary sensibility. From bespoke commissions to our signature collections, every Alfred Newall piece is a testament to the beauty of natural materials and the skill of the dedicated hand.
• •Headline: More Than Furniture. An Heirloom in the Making. Body: We don’t just make furniture; we craft future heirlooms. With a deep respect for wood and a commitment to sustainable practices, each Alfred Newall creation is built with integrity and designed for a lifetime of use, growing more beautiful with every passing year.
• •Headline: The Soul of the Wood, Shaped by Hand. Body: There's a unique character in wood that has spent its life growing, and we believe in honoring that journey. Our skilled makers in the South Downs transform sustainably sourced timber into pieces that are both practical and profoundly beautiful, ensuring its story continues in your home.
• •Headline: Considered. Crafted. Collected. Body: Alfred Newall furniture is born from a thoughtful design process and brought to life by passionate craftspeople. We create pieces that are not just objects, but integral parts of a thoughtfully curated interior, valued for their utility, beauty, and the enduring quality of their making.