Brand Tone

Authentic & Heritage-Rich, Artisanal & Crafted, Western & Spirited, Quality-Driven & Enduring, Appreciative & Customer-Focused

Brand Values

• •Craftsmanship
• •Heritage & Tradition
• •Quality & Durability
• •Authenticity
• •Customer Connection
• •Functionality with Style

Best Practices

• •Emphasize Heritage & Storytelling: Consistently weave the brand's 1986 origins, family business aspect, and the generational craft of its artisans into product descriptions, social media, and "About Us" sections. This reinforces authenticity and tradition.
• •Highlight "Handcrafted" Details: Use descriptive language that showcases the artisanal nature of the products – "hand-tooled," "hand-stained," "intricate artwork," "individual die strikes." This speaks to the quality and uniqueness.
• •Maintain a Western Vernacular (Subtly): Incorporate words and phrases that evoke the spirit of the West (e.g., "frontier," "heritage," "wandering soul," "timeless," "rugged elegance") without becoming cliché. Keep it aspirational and authentic.
• •Focus on Quality & Durability Benefits: Translate the feature of "100% genuine leather" into the benefit of "a bag that lasts a lifetime" or "grows more beautiful with age." This appeals to the investment mindset of customers.
• •Speak with Appreciation and Warmth: Address customers with a tone of respect and shared values, reflecting the "family business" feel. In customer service interactions and community engagement, maintain a personal, helpful, and professional demeanor.

Social Perception

Positive Reputation for Quality, Appreciation for Western Style, Seen as an Investment, Good Customer Service, Unique and Recognizable

Copy Examples

• •Headline: More Than a Handbag, It's a Heritage. Body: Since 1986, American West has handcrafted leather heirlooms, each piece telling a story of artisanal skill and the untamed spirit of the West. Carry a legacy. Call to Action: Discover Your Story.
• •Headline: Artistry in Every Stitch. The Soul of the West in Every Design. Body: Feel the rich texture of 100% genuine, hand-tooled leather. Our artisans pour generations of tradition into each unique creation, blending timeless Western style with the functionality you need. Call to Action: Explore Handcrafted Collections.
• •Headline: Built for the Journey. Styled for Your Life. Body: From wide-open plains to city streets, your American West handbag is a trusted companion. Durable, beautiful, and designed with thoughtful details like secure concealed carry – because adventure is everywhere. Call to Action: Find Your Perfect Bag.
• •Headline: Own a Piece of Enduring Craftsmanship. Body: Forget fast fashion. Invest in a piece that grows more beautiful with time. Our hand-stained and hand-rubbed finishes on premium leather ensure your American West bag is uniquely yours, for years to come. Call to Action: Shop Timeless Leather.
• •Headline: The West Calls. Answer with Style & Confidence. Body: Embrace your inner cowgirl with intricate tooling, rich desert tones, and the unmistakable quality of American West. More than an accessory, it’s a statement. Call to Action: Shop the Collections Now.