Brand Tone

Artisanal, Authentic, Customer-centric, Confident, Down-to-earth

Brand Values

• •Craftsmanship & Quality
• •Authenticity & Natural Materials
• •Bespoke & Customer Focus
• •Durability & Longevity
• •Sustainability
• •Made in the UK

Best Practices

• •Emphasize "Handmade" and "Craftsmanship": Consistently use terms that highlight the human touch and skill involved (e.g., "handcrafted," "artisan," "expertly made," "skilled craftsmen").
• •Showcase Material Authenticity: Talk about the origin and natural characteristics of the wood (e.g., "kiln-dried Canadian pine," "natural knots and variations," "FSC certified"). This reinforces transparency and quality.
• •Maintain a Personal and Approachable Voice: Write as if you're speaking directly to an interested friend. Use "we" and "you." Mentioning the team or key figures like Chris (where appropriate and authentic to the UK context) can enhance this.
• •Highlight the "Bespoke" Advantage: Clearly communicate the benefits of customisation – furniture that perfectly fits their space, style, and needs. Encourage inquiries for custom work.
• •Focus on Durability and Timelessness: Convey that the furniture is an investment, built to last and be cherished for years, becoming part of the home's story. Avoid overly trendy jargon; let the quality and classic industrial style speak for itself.

Social Perception

High-quality, beautiful, durable, handcrafted furniture; trusted and reliable; value for money; artistic and unique.

Copy Examples

• •Homepage Headline: Handcrafted Industrial Furniture, Built for Your Life. Discover unique, sustainably sourced pine and steel pieces, made with passion in Derbyshire.
• •Product Description Snippet (for a dining table): Gather around The Arkwright – more than a table, it's the heart of your home. Lovingly handcrafted from solid Canadian pine, its natural knots and grain tell a story. Bespoke sizes available to perfectly fit your space and your stories.
• •About Us Snippet: At Industrial Evolution, we believe furniture should be as unique as you are. From our Derbyshire workshop, Chris and the team pour years of craftsmanship into every bespoke piece, ensuring it’s not just built, but built to last.
• •Social Media Post (Image of a custom piece): Another bespoke creation finding its home! We loved working with [Customer Name, if permission given] to bring their vision for this [type of furniture] to life. Crafted from [materials] with a [specific finish]. Dream it, we build it.
• •Email Newsletter Subject: Built by Hand, Designed by You – See What's New from our Workshop.