Brand Tone

Authentic, Passionate, Educational, Humble, Direct, Personal, and Transparent, often using specific woodworking terminology.

Brand Values

• •Craftsmanship & Tradition
• •Authenticity & Transparency
• •Patience & Quality
• •Community & Education

Best Practices

• •Prioritize Process Over Product: Always lead with the story of *how* an item is made. Talk about the wood, the tools, and the techniques. The value is in the craftsmanship, so make that the hero of every piece of copy.
• •Use the Language of the Craft: Don't shy away from specific terms like 'sloyd,' 'green wood,' 'finishing cuts,' or 'drawknife.' This authenticates the brand and builds credibility with the target audience of makers and connoisseurs.
• •Embrace the 'Quiet Expert' Tone: The voice should be confident and knowledgeable, but also humble and approachable. Share wisdom as a guide, not as a lecturer. Frame tips and tutorials as sharing a personal journey of discovery.
• •Focus on Sensory and Functional Details: Describe the *feel* of the wood, the *balance* of the spoon in hand, and its *purpose* in the kitchen. This makes the product more tangible and desirable for a customer who cannot hold it physically.
• •Maintain Transparency in All Communications: Continue to share the realities of the craft—the challenges, the slow pace, the imperfections in the wood that make each piece unique. This builds a powerful and lasting trust that a simple 'sales' approach cannot achieve.

Social Perception

Andy Spoons is perceived as a highly respected, skilled, and inspiring artisan within the woodworking and maker communities. Valued for their expertise, shared knowledge, calming content, and the unique, story-rich, hand-crafted nature of their products. They are seen as a source of inspiration and expertise in green woodworking.

Copy Examples

• •Pulled from the heart of a Blackwood log. Each shaving from the knife reveals a little more of its story. The grain on this one spoke volumes—a lesson in patience and following the wood's lead. It's not just a spoon; it's a conversation with timber. Now available in the shop. #AndySpoons #SpoonCarving #GreenWoodworking #Handmade #Craftsmanship
• •Carved by hand from a single piece of locally sourced Cherry, this cooking spoon is built to be your trusted kitchen companion. Feel the balanced weight and the smooth, satisfying finish left only by a well-sharpened knife. The handle is shaped for comfort, and the bowl is deep enough for tasting your proudest creations. Finished with natural, food-safe oil, this spoon is a testament to the beauty of functional, traditional craft. Care for it, and it will serve you for years.
• •Ever get to the final stage of a carving and find the wood just isn't getting smooth? Let's talk about it. In this video, I'll walk you through my process for achieving a glass-smooth finish right off the knife, discussing wood moisture, blade sharpness, and reading the grain. It's simpler than you think. Tools I'm using are linked below. Thanks for being here. // www.andyspoons.com
• •Headline: More Than a Tool. It's a Skill. Body: An axe and a knife. For centuries, these were all a carver needed. At Andy Spoons, we keep that tradition alive. We don't just sell spoons; we share a passion for the craft. Follow us for tutorials, tips, and a closer look at the art of green woodworking. #Sloyd #WoodCarving #LearnToCarve #AndySpoons
• •Subject: From the workbench: A lesson in Cherry wood & a shop update