Brand Tone

Artisanal & Authentic, professional yet deeply personal, grounded, honest, focused on quality and durability.

Brand Values

• •Craftsmanship
• •Quality & Durability
• •Natural Beauty
• •Authenticity
• •Functionality

Best Practices

• •Lead with the Material: Always emphasize the type of wood and its natural characteristics. Use descriptive words like "solid oak," "rich walnut grain," and "raw timber" to ground the copy in authenticity.
• •Tell a Story of Craft: Frame the products not just as items for sale, but as the result of a dedicated process. Use words like "handcrafted," "artisanal," "workshop," and "meticulously finished" to reinforce the brand's core value of craftsmanship.
• •Focus on "Timeless" over "Trendy": Position the furniture as a long-term investment. The copy should evoke feelings of permanence, durability, and classic style that transcends fleeting trends.
• •Use a Confident, Quiet Voice: The tone should be assured but not arrogant. Avoid exclamation points and hyperbolic claims. Let the quality of the product speak for itself through clean, direct, and evocative language.
• •Connect Product to Lifestyle: Write copy that helps the customer visualize the product in their life. Speak about "gathering around the table," "displaying treasured items," or "bringing warmth into a room" to bridge the gap between the product and the experience it enables.

Social Perception

A high-end, niche artisan brand. Perceived as trustworthy and skilled, aspirational, a sustainable choice, and personal and passion-driven.

Copy Examples

• •The heart of the home, built to host generations of conversations. Our solid oak dining table isn't just a piece of furniture; it's the future site of your family's best memories. Crafted by hand, finished by nature.
• •Wood, Worked with Purpose. At Houthakker, we transform solid timber into functional art. Discover handcrafted furniture that brings the quiet strength of nature into your home.
• •Minimalist design meets the timeless character of solid walnut. Each Stellen shelf is hand-selected for its unique grain and crafted to create a seamless, floating effect. Strong, simple, and ready to display your most cherished items. Let the wood tell its own story.
• •Before it's a centerpiece in your home, it's a carefully chosen piece of timber in our workshop. This week, we're working with a beautiful batch of ash wood, its light tones and subtle grain destined for a new custom collection. See the process and feel the passion behind every piece.
• •Choose Furniture That Lasts. Choose Nature. Move beyond fast furniture. Houthakker offers handcrafted wooden pieces built with integrity, from sustainably sourced timber. Invest in quality that endures and style that is timeless. Your home deserves it.