Brand Tone

Artisanal, Elegant, and Natural

Brand Values

• •Craftsmanship & Artistry
• •Sustainability & Natural Materials
• •Heritage & Durability
• •Community & Connection
• •Authenticity

Best Practices

• •Lead with the Material's Story: Always begin with the fiber itself —wool, cashmere, silk. Use evocative, sensory language to describe its origin, texture, and inherent qualities. Frame materials as a gift from nature.
• •Emphasize the 'Handmade' Narrative: Consistently use terms like 'artisanal,' 'handcrafted,' 'workshop,' and 'made by hand.' Tell the story of the process, whether it's the 'Painting with Wool' technique or the hand-sewn, mitered corners of a blanket.
• •Use an Elegant and Educated Vocabulary: Maintain a sophisticated tone. Instead of 'eco-friendly,' use 'sustainably sourced' or 'cradle to cradle.' Instead of 'nice,' use 'exquisite,' 'artful,' or 'luxurious.' This elevates the brand and respects the intelligence of a discerning customer.
• •Connect Product to Place: Regularly reference the brand's roots in Northern California, Sonoma County, and its partnership with the local Fibershed community. This grounds the brand in a specific, authentic location and reinforces its commitment to localism.
• •Highlight Durability and Timelessness: Frame purchases as investments. Use words like 'heirloom,' 'legacy,' and 'generations.' This shifts the focus from a simple transaction to the acquisition of a timeless piece of functional art.

Social Perception

The brand is perceived as a high-end luxury provider of exquisite, artisanal, and unique home goods, deeply committed to sustainable and ethical practices.

Copy Examples

• •The Future is Made by Hand. Discover heirloom textiles, crafted from nature's finest fibers in our Northern California workshop.
• •Experience the embrace of pure, locally-sourced wool. Each thread tells a story of sun, soil, and skilled hands. Our signature 'Painting with Wool' technique renders every blanket a unique work of art —a soft, breathable masterpiece for your home.
• •From our flock to your home. We believe in the genius of nature and the beauty of handcrafted tradition. Our felted wool is a tribute to the land, the animals, and the artisans who shape it. #JGSwitzerDesign #Fibershed #SustainableLuxury #HandmadeHome
• •Artistry, Woven In. A First Look at Our New Collection.
• •JG SWITZER DESIGN was born from a connection to the land and a love for natural materials. In our Sonoma County studio, we transform raw fleece from local flocks into heirloom-quality textiles, one artful piece at a time.