Brand Tone

Artisanal & Crafted, Quality & Durable, Modern & Functional, Quiet & Understated Elegance, Authentic & Passion-Driven

Brand Values

• •Craftsmanship
• •Quality Materials
• •Functionality & Design
• •Durability & Longevity
• •Authenticity & Simplicity

Best Practices

• •Focus on Materiality and Craft: Always highlight the "industrial wool felt," "leather," and "handmade" nature of the products. Use descriptive words that evoke texture, durability, and the care put into making each bag (e.g., "resilient felt," "supple leather," "meticulously sewn").
• •Emphasize Understated Elegance and Functionality: Use language that speaks to sophisticated, timeless design rather than fleeting trends. Highlight how the bags are both beautiful and practical (e.g., "effortless style," "dependable companion," "lightweight yet capacious").
• •Maintain a Grounded, Authentic Voice: Speak directly and honestly about the products and the making process. Avoid overly salesy or hyperbolic language. Let the quality of the product speak for itself. A touch of warmth reflecting the maker's passion ("I like wool and I like bags") can resonate.
• •Tell the Story of Origin and Quality: Reference the "upstate New York studio" and the "one-of-a-kind" or "made one by one" aspect to reinforce the artisanal value and dedication to quality. This builds a connection with the maker.
• •Use Consistent Terminology: Stick to established terms that define the brand, such as "industrial wool felt," "handmade," "functional design," "modern aesthetic." This consistency reinforces brand identity and helps customers understand what to expect.

Social Perception

Highly Regarded in Niche Communities, Seen as High Quality & Artisanal, Desirable & Collectible, Associated with Quiet Luxury and Function, Positive Customer Experiences

Copy Examples

• •Headline: Enduring Style. Crafted by Hand. Body: Discover the quiet beauty of a Julia Hilbrandt felt bag. Made one at a time in our New York studio from resilient industrial wool felt and supple leather, each piece is a testament to lasting quality and timeless design. Carry not just a bag, but a piece of authentic craftsmanship.
• •Headline: Modern Form. Natural Soul. Body: Experience the unique marriage of modern aesthetics and natural materials. Our felt handbags offer sophisticated lines and lightweight functionality, perfect for your everyday essentials or creative projects. Built to journey with you, year after year.
• •Headline: The Art of Utility. The Beauty of Felt. Body: Julia Hilbrandt bags are more than an accessory; they're a trusted companion. Designed with an artist's eye and a maker's hand, each bag blends durable industrial felt with considered details for a piece that's as practical as it is beautiful.
• •Headline: Simply Crafted. Beautifully Functional. Body: We believe in the power of high-quality materials and dedicated craftsmanship. Our industrial wool felt bags, finished with sturdy leather handles, are designed for life's demands, offering a touch of understated elegance to your daily routine.
• •Headline: Your Go-To Bag, Reimagined in Felt. Body: From bustling city days to quiet creative moments, find your perfect carryall. Julia Hilbrandt handbags are thoughtfully designed in upstate New York, using durable, beautiful wool felt for a modern, functional, and uniquely tactile experience.