Brand Tone

Authentic, Expert, and Passionate.

Brand Values

• •Craftsmanship
• •Authenticity & Legacy
• •Quality & Durability
• •Artistic Expression

Best Practices

• •Lead with the Maker's Story: Always connect the product back to Isaac Gardner. Use "I" and "my" in social media and email copy to maintain the personal, artisan feel. The brand is the maker.
• •Emphasize Process and Materials: Don't just show the final product; show the work that goes into it. Use specific, technical terms (e.g., "hamon," "Damascus steel," "W1 tool steel") to reinforce expertise and educate the audience.
• •Leverage Credibility without Arrogance: Mentioning the "Forged in Fire" win is a powerful piece of social proof. Frame it as a benchmark of skill and dedication rather than just a title.
• •Embrace Transparency: Continue sharing both the successes and the challenges of the craft. This builds an authentic connection with the audience and reinforces the value of a handmade item, imperfections and all.
• •Use High-Quality Visuals: The brand is visual and artistic. All photos and videos should be high-resolution and well-lit to do justice to the fine details, filework, and finishes of the blades. The copy can be simple when the visuals speak for themselves.

Social Perception

Respected Artisan.

Copy Examples

• •From raw steel to a work of art. Every spark, every hammer strike, is a step towards creating something that will last a lifetime. This isn't just a knife; it's a piece of our story, forged by hand, for yours. #Bladesmith #Handmade #Craftsmanship #ForgedInFireChampion
• •Artistry you can hold. Gardblades offers more than a cutting edge—we offer a legacy. Discover custom, hand-forged knives by 'Forged in Fire' Champion Isaac Gardner.
• •The 'Shokunin' Chef Knife: Forged from 1084 high-carbon steel for a razor-sharp, resilient edge that respects your ingredients. The handle, carved from stabilized maple burl, is balanced for precision and comfort. A true partner in the kitchen, handcrafted for those who believe cooking is an art.
• •Ever wonder what a mistake in the forge looks like? I overshot the temperature on this one, so it's back to the fire. Perfection is a process of learning and refining. #Bladesmithing #LearnOnTikTok #Craftsman #FailAndLearn
• •Subject: The 'Typhoon' is Here. For weeks, I've been working with a new Damascus pattern, and the result is finally ready. Introducing the 'Typhoon'—a tanto-style hunter with a pattern as unique as a storm. Only one has been made. See the finished piece and the story behind its creation on the site now.