Brand Tone

Authentic & Crafted, Premium & Quality-Focused, Timeless & Elegant, Knowledgeable & Passionate, Understated & Refined

Brand Values

• •Craftsmanship
• •Quality
• •Authenticity
• •Heritage
• •Design Excellence
• •Customer Focus
• •British Made

Best Practices

• •Prioritize 'Handcrafted' Language: Always lead with and reinforce the handmade, hand-forged nature of the products. Use terms like 'artisan,' 'blacksmith,' 'traditional methods,' and 'skilled craftsmanship.'
• •Focus on Materials and Quality: Detail the high-quality materials used (e.g., 'solid brass,' 'mild steel,' 'genuine pewter') and connect them to durability and a superior feel.
• •Evoke Heritage and Timelessness: Use language that suggests longevity, classic design, and suitability for properties with character, whether period or contemporary. Words like 'timeless,' 'heritage,' 'enduring,' and 'classic' are key.
• •Tell the Story: Briefly allude to the forging process or the inspiration behind a design. Connect the product to the place of its creation (Wales) and the passion of the craftspeople.
• •Maintain Visual-Verbal Consistency: Ensure the copy reflects the high-quality, often textured and characterful imagery used. The language should be as considered and refined as the products themselves. Avoid overly casual slang or overly technical jargon, aiming for descriptive, evocative, and professional warmth.

Social Perception

Customers generally perceive From The Anvil products as high-quality, robust, and beautifully designed. The brand is seen as a go-to for those looking for authentic, traditional ironmongery, especially for period home restorations. The unique, handcrafted nature of the items is a significant draw, setting them apart from mass-produced hardware. Stockists and trade professionals seem to hold the brand in high regard for its quality and distinctive style.

Copy Examples

• •Announce your arrival with distinction. Each From The Anvil door knocker is hand-forged by our master artisans, offering a timeless welcome that speaks of enduring quality and traditional craftsmanship.
• •Elevate the everyday. Our hand-finished cabinet knobs, forged from solid brass and imbued with classic design, bring a touch of understated elegance and lasting character to your cabinetry.
• •Illuminate your space with heritage. The [Collection Name] pendant, handcrafted in our Welsh workshop, casts a warm, inviting glow, its form a testament to traditional metalworking skills passed down through generations.
• •At From The Anvil, we believe in the enduring beauty of skilled craftsmanship. Since 1998, our artisans have been hand-forging exquisite ironmongery and lighting, creating pieces with unique character and unparalleled strength, designed to grace your home for years to come.
• •Introducing the [New Product Line] – where timeless design meets modern living. Forged with tradition, crafted for today, each piece embodies the From The Anvil promise of exceptional quality and authentic British artisanship.