Brand Tone

Authentic and story-driven, purposeful and conscious, educational and appreciative, premium and artisanal. It focuses on the journey of each piece of wood, advocates for purchases with meaning, celebrates natural materials, and highlights craftsmanship.

Brand Values

• •Sustainability
• •Community Connection
• •Authenticity and Storytelling
• •Craftsmanship and Quality

Best Practices

• •Lead with the "Why": Always start with the story. Whether writing a product description or a short caption, anchor the copy in the brand's mission of salvaging urban trees and giving them a new purpose.
• •Use Specific & Evocative Language: Instead of "high-quality wood," say "sustainably sourced maple" or "a 200-year-old Great White Oak." Mention details like "hand-finished with beeswax oil" and the "engraved coordinates" to make the product tangible and special.
• •Maintain a "Human" and "Artisanal" Voice: Write as if a craftsperson is speaking. Use terms like "handcrafted," "we believe," and "our mission." This builds a direct, authentic connection with the audience, distinguishing the brand from faceless corporations.
• •Educate, Don't Just Sell: Frame copy around the educational aspects. Explain what "sequestering carbon" means in the context of a table. Share the species of the tree and its history. This positions the brand as a knowledgeable, trustworthy authority.
• •Be Consistent Across All Touchpoints: Ensure the story-driven, purposeful, and artisanal tone is reflected everywhere from the website's microcopy (like button text) to email signatures and any potential packaging materials. Every word should reinforce the core values of sustainability and community.

Social Perception

Innovative and mission-driven in urban sustainability, artisanal and high-quality for beautifully crafted furniture, and community-oriented through local collaborations.

Copy Examples

• •This table began its story as a silver maple on a quiet Toronto street. For decades, it offered shade and beauty. Now, it brings a new kind of life to your home. Handcrafted from a single salvaged log, its grain tells a story of the city. We’ve engraved the coordinates of its original location, so you’ll always be connected to its roots. This isn’t just a table; it's a piece of Toronto's history, built to host new memories.
• •Why do we treat our urban forest like a waste product? This question started it all. We saw magnificent city trees being turned into mulch and knew there was a better way. At Just Be Woodsy, we give these trees a second chapter. We work with arborists and the city to salvage fallen timber, transforming it into furniture with a soul and a story. Each piece sequesters carbon and carries the legacy of the tree it came from.
• •From Hogtown to Logtown. This massive oak once stood proud at [Coordinates]. When it had to come down, we made sure its story didn't end. Our team milled, dried, and handcrafted it into this one-of-a-kind bench, ready for a new home in our community. Every ring, every knot, is a part of its journey. #JustBeWoodsy #UrbanWood #SustainableFurniture #TorontoMade
• •Subject: A Table with a Story to Tell What if your furniture meant more? At Just Be Woodsy, we believe it can. We reclaim Toronto's fallen trees and transform them into pieces that carry a sense of place and purpose. This month, we're featuring a collection made from a 200-year-old Great White Oak from Queen's Park North. Discover pieces that are more than just wood they're a connection to our shared natural history.
• •Get your hands on the urban forest. Join our woodworking workshop and learn how we turn salvaged city trees into beautiful, functional art. You'll connect with natural materials, learn new skills, and create your own piece to take home a direct piece of Toronto's canopy, shaped by you.