Brand Tone

Passionate & Reverent, Expert & Confident, Artisanal & Traditional, Approachable & Community-Oriented (in social media/videos)

Brand Values

• •Uncompromising Quality & Precision
• •Craftsmanship & Aesthetic Beauty
• •Heritage & Legacy
• •Dedication to the Woodworker
• •American Made/Innovation

Best Practices

• •Emphasize "Heirloom Quality" and "Legacy": Consistently use language that speaks to the longevity and timeless nature of the tools, suggesting they are investments to be passed down.
• •Highlight "Craftsmanship" and "Aesthetic Beauty": Always pair functionality with the visual and tactile appeal of the tools. Use descriptive words that evoke the quality of materials and the care taken in their creation.
• •Speak to the "Discerning Woodworker": Address the audience as knowledgeable and passionate individuals who appreciate the finest tools and the pursuit of excellence in their craft.
• •Maintain a Tone of "Reverence for the Craft": Convey a deep respect for traditional woodworking and the satisfaction derived from working with high-quality hand tools.
• •Balance "Expertise" with "Inspiration": While providing clear, factual information about tool specifications and performance, also aim to inspire and connect with the emotional aspect of woodworking – the joy of creation and the pride in workmanship.

Social Perception

Premium & High-End, Exceptional Quality & Performance, Aspirational & Heirloom, Beautifully Crafted, Reliable (Post-Acquisition)

Copy Examples

• •Headline: Beyond a Tool. An Heirloom in the Making. Body: At Blue Spruce Toolworks, we believe a tool should be more than functional. It should inspire. Our chisels, crafted from the finest A2 tool steel and infused figured maple, are designed for a lifetime of precision and a legacy of craftsmanship. Feel the difference dedication makes. Call to Action: Discover Your Next Heirloom.
• •Headline: The Quiet Pursuit of Perfection. Body: Remember the cabinet shops of old? The gentle sound of a hand plane, the meticulous focus on every joint. Our tools are a return to that reverence for craft. Experience the balance, the precision, the sheer joy of working with tools made for the discerning hand. Call to Action: Elevate Your Craft.
• •Headline: When Every Shaving Matters. Body: For the woodworker who understands that precision is not a detail, but the foundation. Blue Spruce marking knives and dovetail chisels are engineered for flawless accuracy, allowing your skill to shine through in every intricate joint. Call to Action: Define Your Details.
• •Headline: More Than Metal and Wood. It's an Extension of Your Hand. Body: Designed by a woodworker, for woodworkers. Each Blue Spruce mallet and saw is balanced for intuitive control, transforming challenging tasks into moments of creative flow. Experience tools that feel as good as they perform. Call to Action: Find Your Perfect Balance.
• •Headline: Craftsmanship You Can Feel. Quality That Endures. Body: From the sustainably sourced cocobolo in our handles to the cryogenically treated steel of our blades, every element of a Blue Spruce tool is chosen for uncompromising quality and lasting performance. Invest in tools that will inspire generations. Call to Action: Shop the Collection.