Brand Tone

Authentic & Passionate, Craftsman-like & Quality-Focused, Heritage-Rich & Familial, Appreciative & Community-Oriented, Elegant & Artistic

Brand Values

• •Craftsmanship
• •Quality
• •Heritage
• •Family
• •Authenticity
• •Functionality & Artistry
• •Customer Satisfaction
• •Value

Best Practices

• •Emphasize Heritage and Family: Regularly weave the story of the Bernard family and their generations of knifemaking into the narrative. Use phrases like 'family tradition,' 'father and sons,' 'South African roots.'
• •Highlight Craftsmanship and Quality Materials: Consistently mention the hand-finished details, the premium steels used (e.g., Bohler N690, RWL34), and the unique, often African, handle materials. Use terms like 'meticulously crafted,' 'premium,' 'hand-selected,' 'razor-sharp edge.'
• •Showcase the 'Functional Art' Aspect: Balance the practical utility of the knives (for hunting, EDC) with their aesthetic beauty and collectibility. Use language that evokes both performance and artistry.
• •Maintain an Authentic and Passionate Voice: Write with genuine enthusiasm for the craft. Share insights into the design inspiration (e.g., African wildlife) and the dedication involved in creating each knife.
• •Speak to the Discerning Customer: Address the audience as individuals who appreciate quality, exclusivity, and tools with a story. Acknowledge their taste for fine gear and the desire for items that can become heirlooms.

Social Perception

Highly Regarded for Quality and Craftsmanship, Beautiful and Unique, Excellent Materials, Good Value for Custom Knives, Reputable Family Business, Functional Tools, Collector's Items and Heirlooms

Copy Examples

• •Arno Bernard Knives: A Legacy Forged in Steel, Rooted in Africa. For generations, the Bernard family has poured passion and precision into every blade. Experience the heritage of South African craftsmanship, where exotic, hand-selected materials meet world-class steel. Own more than a knife; own a piece of our story.
• •Beyond the Blade: The Art of the Handle. Each Arno Bernard knife tells a unique story through its handle. From the rugged beauty of giraffe bone to the distinctive patterns of warthog tusk, we meticulously source and shape Africa's finest natural materials. Discover the soul of your next heirloom.
• •Crafted by Our Family, For Yours. From our workshop in Bethlehem, South Africa, to your hands – every Arno Bernard knife is a testament to shared dedication. We blend time-honored techniques with modern precision to create tools built to last, and memories waiting to be made. Feel the difference family craftsmanship makes.
• •The Hunter's Edge, The Collector's Pride. Engineered for the field and admired in the display case. Arno Bernard knives offer uncompromising performance with Bohler N690 and RWL34 steel, perfectly balanced by the unique artistry of their design. Elevate your collection, and your adventures.
• •More Than Steel and Bone: It's a Bernard. What defines an Arno Bernard knife? It's the unwavering commitment to quality, the spirit of South African wilderness captured in every detail, and the legacy of a family dedicated to the art of the blade. Find your perfect companion, built with passion and purpose.