Brand Tone

Artisanal & Crafted, Sophisticated & Modern, Sustainable & Conscious, Community-Oriented & Story-Driven, Passionate & Purpose-Driven

Brand Values

• •Craftsmanship & Quality
• •Design & Innovation
• •Sustainability
• •Humanity & Connection
• •Integrity
• •Community Empowerment

Best Practices

• •Prioritize "Artisan" and "Craftsmanship": Always use language that reflects the handmade, skilled nature of the products. Words like "handblown," "artisan," "handcrafted," "maker," "studio," and "meticulous" should be staples.
• •Emphasize Design and Quality: Consistently highlight the modern aesthetic, attention to detail, high-quality materials, and the lasting nature of the pieces. Use terms like "modern design," "timeless," "heirloom quality," "sculptural," and "considered."
• •Weave in Sustainability Naturally: Integrate messages about sustainable practices and materials authentically, not as an afterthought. Phrases like "sustainably sourced," "eco-conscious," "renewable energy," and "lower footprint" reinforce this value.
• •Tell Human-Centric Stories: Share the narratives of the founders, the glassblowers, and the community. Focus on the "human touch" and the passion behind the brand. Use "we," "our artisans," and connect with the audience on a personal level.
• •Maintain a Sophisticated yet Accessible Voice: The language should be elegant and refined, appealing to a design-conscious audience, but also clear, warm, and inviting, avoiding overly technical jargon unless explaining specific craft processes. Ensure visual consistency across all platforms to match this tone.

Social Perception

High-Quality & Artistic, Design-Forward, Sustainable & Ethical, Authentic & Passionate, Luxury & Investment

Copy Examples

• •Headline: Illuminate Your Story. Discover Hennepin Made. Body: More than just light. Each Hennepin Made piece is a testament to artisan hands, sustainable practices, and timeless design. Bring the soul of Minneapolis craftsmanship into your space. Call to Action: Explore Our Collections
• •Headline: Crafted by Light, Designed for Life. Body: At Hennepin Made, we believe in the power of human touch. Our handblown glass lighting is meticulously shaped by skilled artisans, creating luminous focal points that blend modern aesthetics with enduring quality. Call to Action: Meet Our Makers
• •Headline: Sustainable Brilliance. Ethically Made. Body: Light your world responsibly. Hennepin Made is committed to a greener future, from sourcing the purest materials to powering our studio with renewable energy. Invest in beauty that’s built to last, consciously. Call to Action: Learn About Our Sustainability
• •Headline: The Art of Illumination. The Heart of Minneapolis. Body: Every curve, every hue, every bubble in our glass tells a story of passion and precision. Designed and handcrafted in our Minneapolis studio, our lighting transforms spaces and connects us through shared beauty. Call to Action: Visit Our Showroom
• •Headline: Beyond the Bulb: Lighting as an Experience. Body: With Hennepin Made, you’re not just choosing a light fixture; you’re embracing a piece of art that interacts with your space, evokes emotion, and reflects a commitment to unparalleled craftsmanship and innovative design. Call to Action: Shop Handblown Glass Lighting