Brand Tone

authentic, traditional, and expert

Brand Values

• •Quality and Durability
• •Craftsmanship and Tradition
• •Functionality and Simplicity
• •Authenticity and Honesty
• •Respect for Nature
• •Legacy and Heirloom Quality

Best Practices

• •Emphasize Heritage and Story: Consistently weave in the story of Heimo Roselli, the Finnish roots, and the decades of craftsmanship. This builds authenticity and connects with the value of tradition.
• •Focus on "Show, Don't Just Tell" for Quality: Instead of just saying "high quality," explain *why* it's high quality – mention the UHC steel, the forging process, the hand-sharpening.
• •Use Strong, Simple, Direct Language: Avoid overly ornate or trendy marketing jargon. The language should reflect the straightforward, functional nature of the products.
• •Highlight Durability and Longevity: Reinforce the "one knife for life" and "heirloom" aspects. This speaks to the core value of enduring quality.
• •Connect to the User's Experience: Frame the benefits in terms of how the knives enhance outdoor activities, craftsmanship, or daily tasks, emphasizing reliability and performance in real-world scenarios.

Social Perception

Roselli is generally perceived by customers and the public as a producer of high-quality, exceptionally sharp, and durable knives and axes, a brand with a strong heritage and commitment to traditional craftsmanship and reliable and trustworthy, offering tools meant for serious use.

Copy Examples

• •Headline: Roselli: Forged in Finnish Tradition. Built for a Lifetime of Adventure. Body: Since 1976, Heimo Roselli's vision has been simple: create knives that endure. Our UHC steel and time-honored blacksmithing techniques ensure a blade that’s not just sharp, but a steadfast companion for generations.
• •Headline: The Only Knife You'll Ever Need. Seriously. Body: Forget trends. Roselli knives are crafted for uncompromising function. From the deep Finnish forests to your trusted toolkit, experience the honest durability of a Roselli. Built to work, built to last.
• •Headline: More Than Steel: It's a Roselli. Body: Each Roselli knife carries the legacy of Finnish sisu and the soul of its maker. The unique UHC steel holds an edge like no other, ready for whatever the wild throws your way. Feel the difference tradition makes.
• •Headline: Simplicity. Strength. Sharpness. The Roselli Way. Body: We believe a knife should be an extension of your hand – reliable, ready, and free of distractions. Our minimalist design focuses on what truly matters: a blade that performs, every single time.
• •Headline: Your Grandfather Knew. Now You Do. Roselli Heirloom Quality. Body: A Roselli isn't just a purchase; it's an investment in enduring quality. Handcrafted with passion and the finest materials, these are the tools you'll rely on, and one day, proudly pass on.