Brand Tone

Artisanal, Passionate, Confident, Enduring, Authentic, Transparent, Understated, Refined, Proudly American-Made

Brand Values

• •Craftsmanship
• •Quality
• •Durability & Longevity
• •Authenticity & Integrity
• •American Made/Local Production
• •Timeless Design
• •Passion

Best Practices

• •Prioritize Craftsmanship in Language: Use words that evoke skill, dedication, and the handmade process (e.g., "meticulously crafted," "hand-burnished," "artisan-made," "precise construction").
• •Emphasize Durability and Timelessness: Speak to the longevity of the products. Use phrases like "built to last," "lifetime companion," "enduring style," "heirloom quality," and reference any lifetime guarantees.
• •Maintain an Authentic Voice: Be straightforward and genuine. Share the passion behind the brand and the commitment to quality. Avoid overly trendy jargon or marketing fluff. Let the quality of the product speak through honest descriptions.
• •Highlight American Origin and Quality Materials: Consistently mention "Made in USA," "Nashville Studio," and specify the high-quality, often American-sourced, materials like "Horween leather." This reinforces key brand values.
• •Write with Understated Confidence: The quality and craftsmanship should instill a natural confidence in the tone. The copy should be assured but not arrogant. Focus on the inherent value and superior construction of the products.

Social Perception

High-Quality & Premium, Artisanal & Handcrafted, Durable & Investment-Worthy, Authentic & Trustworthy, Stylish & Timeless, Respected within the Maker Community, Associated with Nashville Craftsmanship

Copy Examples

• •More than a bag, it's a testament to true American craftsmanship. Each stitch meticulously placed, each piece of full-grain Horween leather carefully selected. Built by hand in our Nashville studio, this [Product Name] isn't just designed to carry your essentials—it's crafted to carry a legacy. Invest in enduring quality, designed to be loved forever.
• •From a Nashville workshop to your hands, Emil Erwin is a promise of unyielding quality. We believe in the power of meticulous craftsmanship, the beauty of the finest American-sourced leathers, and designs that transcend fleeting trends. This is more than our work; it's our heritage, built to last a lifetime.
• •The last belt you'll ever need to buy. Our Signature Belt is born from years of perfecting the fit, sourcing robust American hardware, and hand-finishing every detail. It’s a statement of quiet confidence and enduring style, guaranteed for life. Experience the Emil Erwin difference.
• •The soul of Emil Erwin lives in the hands that craft each piece. Obsessive attention to detail, a passion for timeless design, and the finest American leathers. This is where quality takes shape. #EmilErwin #MadeInNashville #LeatherCraftsmanship #AmericanMade #BuiltToLast
• •At Emil Erwin, we don't just make leather goods; we create companions for your journey. Each design is brought to life in our Nashville studio with an unwavering commitment to precise construction and the character of exceptional materials. We build them to endure, to become part of your story.