Brand Tone

Authentic & Traditional (with a unique twist), Detail-Oriented & Quality-Focused, Slightly Rugged & Edgy, Respectful & Appreciative

Brand Values

• •Craftsmanship
• •Originality & Artistry
• •Quality & Durability
• •Heritage & Timelessness
• •Passion

Best Practices

• •Show, Don't Just Tell, about Quality: Instead of just saying 'high quality,' describe the specific materials (e.g., 'full-grain steerhide,' 'tannin-tanned'), techniques ('The Ore mineral carving,' 'hand-finished aging'), and the resulting benefits (e.g., 'develops a unique patina,' 'built for a lifetime of wear').
• •Incorporate the Founder's Passion/Story (Subtly): Referencing Atsushi Toyama's involvement, his unique techniques, or the brand's philosophy adds authenticity and reinforces the passion behind the products.
• •Use Evocative Language for Materials and Process: Describe the leather, the minerals, and the crafting process with sensory and slightly romanticized language to convey the artistry and the unique nature of the products (e.g., 'earthly tones of Red Jasper,' 'the subtle sheen of pure silver,' 'leather that whispers stories of time').
• •Highlight the Heritage and Timelessness: Connect the products to classic designs and traditions, while emphasizing their unique, enduring qualities.
• •Emphasize the Craftsmanship: Detail the handcrafting process and the unique techniques used to create each piece, highlighting the skill and artistry involved.

Social Perception

Respected within its Niche, Seen as High-Quality & Artistic, Exclusive/Specialized

Copy Examples

• •This isn't just a jacket; it's a future heirloom.
• •Built to last a lifetime, and then some.
• •Explore a world of meticulous detail, mineral-infused carvings, and pieces that are uniquely yours from the first touch.
• •Your Vision, Our Hands: The Atsu Leather Works Custom Event is Here. (Email Subject Line for Custom Order Event)
• •Tannin-tanned original tea core steerhide develops a unique patina with wear.