Brand Tone

Artisanal & Authentic, Nature-Inspired & Whimsical/Fantastical, Quality-Conscious & Enduring, Personal & Passionate, Down-to-Earth & Appreciative

Brand Values

• •Craftsmanship & Quality
• •Authenticity & Handmade
• •Sustainability & Respect for Materials
• •Connection to Place (Maritimes)
• •Customer Satisfaction
• •Storytelling & Heritage

Best Practices

• •Emphasize 'Handmade' and 'Artisan': Always highlight the human touch, skill, and small-scale production. Use phrases like 'crafted by hand,' 'artisan studio,' 'from our hands to yours.'
• •Incorporate Nature and Storytelling: Weave in references to natural materials, the Canadian landscape (especially the Maritimes), and elements of folklore or fantasy where appropriate to the product.
• •Focus on Quality and Durability: Consistently use language that speaks to the lasting nature of the products, such as 'enduring,' 'built to last,' 'time-honored techniques.'
• •Maintain a Warm, Authentic Voice: Whether it's in product descriptions, social media captions, or customer service, the tone should remain approachable, genuine, and passionate about the craft. Avoid overly corporate or impersonal language.
• •Show, Don't Just Tell, the Craft: Utilize visuals (photos and videos of the making process, the studio, the materials) to reinforce the handmade, quality message, and let the copy complement these visuals by describing the tactile and sensory aspects of the leather and craftsmanship.

Social Perception

Highly Respected for Quality, Artistic and Unique, Trustworthy and Reliable, Ethical and Conscious, Evocative of Nature and Fantasy

Copy Examples

• •Lose yourself in the story, not your page. ✨ Our new collection of hand-carved leather bookmarks, crafted from recycled hides and inspired by the whispering woods of the Maritimes. Each one unique, a tiny piece of magic to hold your place. #Hammerthreads #HandmadeLeather #BookLover #FantasyReader #SustainableCraft
• •Built for your everyday adventures, designed to last a lifetime. Our hand-stitched leather tote bags are crafted with passion in our New Brunswick studio. Discover enduring quality, from our hands to yours. Shop Hammerthreads – Everyday, Well Made. [Link to website]
• •Carry a piece of the wild with you. This delicate [Type of Leaf, e.g., Maple] leaf keychain is meticulously hand-cut and dyed in our East Coast studio. Crafted from supple, enduring leather, it's a small touch of nature's artistry, ready to accompany you on your journeys. A perfect, heartfelt gift for the nature lover in your life.
• •From our little studio by the sea, we're pouring our hearts into every stitch. This month, we're working with a new batch of rich, full-grain leather, the scent of it filling the air as new designs come to life. We believe in the quiet beauty of things made slowly, with intention. See what's new from our hands to yours. [Link to New Arrivals]
• •Hammerthreads: Enduring leather and canvas goods, handcrafted with magic & lore on Canada's East Coast. Discover unique bookmarks, bags, and accessories built to tell your story. #MadeInCanada #LeatherCraft #ArtisanMade #NatureInspired #Hammerthreads