Brand Tone

Authentic, rugged, passionate, straightforward, honest, educational, personal, approachable, expert, and relatable.

Brand Values

• •Craftsmanship
• •Durability
• •Quality
• •Authenticity
• •Adventure

Best Practices

• •Emphasize Storytelling: Every product has a story, whether it's the origin of the design or the unique qualities of the leather. Use this narrative to engage customers on a deeper level.
• •Use a Sensory Vocabulary: Describe the feel, smell, and look of the leather. Words like "rugged," "buttery-soft," "rich patina," and "hearty" can evoke a tangible sense of the product's quality.
• •Educate Your Audience: Share your knowledge about leather, craftsmanship, and what makes a quality product. This builds trust and positions the brand as an expert in its field.
• •Maintain a Consistent Voice: Whether it's a product description, a social media post, or a customer service email, the tone should always be authentic, passionate, and knowledgeable. Create a brand voice guide to ensure consistency across all team members.
• •Focus on "Buy It For Life": This is a powerful message that resonates with consumers who are weary of fast fashion and disposable goods. This ethos should be a common thread through all your communications, highlighting the long-term value and sustainability of your products.

Social Perception

Perceived as a high-end, artisanal creator of leather goods. Customers are drawn to its commitment to quality and the "buy it for life" ethos. It's seen as a small, dedicated company taking pride in its work, attracting a knowledgeable clientele willing to invest in longevity and character.

Copy Examples

• •Engineered for life's adventures. Our new wallet is crafted from a single piece of full-grain leather, ready to develop a character that is uniquely yours. This isn't just a wallet; it's a future heirloom.
• •The satisfying heft of real leather. The meticulous stitching that promises years of loyalty. Our classic belt isn't just an accessory; it's a testament to how things should be made. Built to be by your side, day in and day out.
• •More than just leather goods. We create lifelong companions for your journey. Discover timeless quality and rugged elegance with Gram and Grain.
• •From our hands to yours. We don't just sell leather goods; we pour our passion into every cut, stitch, and finish. See the care that goes into your favorite Gram and Grain piece.
• •Tired of things that break? So are we. That's why we build our leather goods to last a lifetime. Invest in quality, not in replacements. Choose Gram and Grain.