Brand Tone

Artisanal & Passionate, Authentic & Natural, Traditional & Heritage-Focused, Knowledgeable & Educational, Friendly & Approachable

Brand Values

• •Craftsmanship: Dedication to high-quality, handmade products using traditional skills.
• •Tradition & Heritage: Preserving and promoting the legacy of British basketmaking.
• •Sustainability & Natural Materials: Use of locally sourced, UK-grown willows.
• •Authenticity: Valuing the natural characteristics of the materials and the genuineness of the craft.
• •Functionality & Durability: Creating baskets that are not only beautiful but also practical and made to last ("Its durable design is made to withstand time").
• •Education & Skill Sharing: Passing on the knowledge of basketry through workshops.

Best Practices

• •Emphasize Heritage: Always weave in the story of traditional craftsmanship and the historical significance of the basket designs. Use terms like "heritage," "traditional," "time-honoured," and "authentic."
• •Highlight Natural Materials: Consistently mention the UK-grown willow, its natural variations, and sustainable sourcing. Use descriptive words that appeal to senses like "fragrant," "natural hues," and "earthy."
• •Showcase the Artisan: Refer to John Cowan by name and his personal involvement in handcrafting each basket. This reinforces the small-business, artisanal feel.
• •Focus on Quality & Durability: Stress that the baskets are not just decorative but are made to be used and to last for years, becoming heirlooms. Use words like "robust," "sturdy," "hard-wearing," and "investment."
• •Maintain an Educational & Passionate Voice: Share knowledge about the craft, the materials, and the history with enthusiasm. Let the passion for basketmaking shine through in product descriptions, social media posts, and any "About Us" sections.

Social Perception

Highly Regarded Craftsmanship, Appreciation for Tradition, Positive Workshop Experiences, Respected in the Craft Community, Sustainable Choice

Copy Examples

• •Headline: "Hold a Piece of History: Discover Our Handwoven Willow Baskets." Body: "Each John Cowan basket is more than just a beautiful object; it's a continuation of centuries-old British tradition. Crafted with passion in our Scottish workshop from locally sourced willow, these baskets bring enduring quality and natural charm to your home."
• •Headline: "Woven with Nature's Finest: The True Beauty of UK Willow." Body: "Experience the subtle fragrance and unique hues of unstripped, UK-grown willow. Our baskets celebrate the raw beauty of this sustainable material, each one telling a story of the land and the hands that shaped it."
• •Headline: "Built to Last, Designed for Life: Functional Art for Your Everyday." Body: "From sturdy log carriers to elegant market shoppers, our handmade baskets are crafted for daily use. We believe in creating pieces that are as durable and practical as they are aesthetically pleasing, destined to become cherished heirlooms."
• •Headline: "Learn the Ancient Craft: Join a John Cowan Basketry Workshop." Body: "Unlock your creativity and connect with a timeless skill. Join John Cowan in his Lanark workshop and learn the traditional techniques of willow weaving, passed down through generations. Create your own beautiful basket to take home."
• •Headline: "The Story in Every Weave: Traditional Baskets, Modern Heirlooms." Body: "At John Cowan Baskets, we meticulously research and revive historic British basket designs. Each piece carries the legacy of its origins, handcrafted with skill and dedication to become a treasured part of your story."