Brand Tone

The predominant tone of K Howes is authentic, refined, and passionate. The language used on the website and in Instagram captions is clean, descriptive, and reverent towards the craft. It speaks of quality, durability, and the beauty of the materials without being overly technical or pretentious. The tone is personal and approachable, reflecting the artisan-led nature of the brand, often giving followers a glimpse into the creative process. It avoids aggressive sales language, instead letting the quality and aesthetic of the products speak for themselves.

Brand Values

• •Craftsmanship
• •Quality
• •Simplicity & Functionality
• •Authenticity
• •Sustainability (Implicit)

Best Practices

• •Prioritize Storytelling Over Selling: Always frame copy around the story of the product—its creation, the materials, or its intended use—rather than just listing features and prices. Let the narrative create the desire.
• •Use a Refined and Sensory Vocabulary: Employ words that evoke touch, sight, and even smell (e.g., "supple leather," "clean lines," "rich patina," "buttery texture"). This reinforces the quality and tangible nature of the products.
• •Maintain a Personal, Artisan Voice: Write in the first person ("I," "we") when appropriate, especially on social media and in emails, to reinforce that there are real people behind the brand. Share insights from the workshop to maintain authenticity.
• •Emphasize Durability and Timelessness: Consistently use language that speaks to the longevity of the products, such as "lifetime," "heirloom," "ages beautifully," and "timeless design." This positions the brand against disposable trends.
• •Keep it Clean and Uncluttered: The copy should mirror the brand's minimalist aesthetic. Use clear, concise sentences. Avoid excessive jargon, exclamation points, or cluttered formatting. Let the message be as clean as the product design.

Social Perception

Based on the direct engagement visible on Instagram and the overall brand presentation, the perception of K Howes is that of a high-quality, trustworthy, and aesthetically pleasing artisan brand. Customers and followers respond positively to the minimalist visuals and the personal narrative. The brand is perceived as a source of "unapologetic luxury" but in a quiet, confident manner—where luxury is defined by the quality of the material and the skill of the maker, rather than by logos or fleeting trends. The association with artisan cooperatives further solidifies its image as a genuine and respected craft-based business.

Copy Examples

• •The curve of the handle, the texture of the full-grain leather, the simple, secure closure. It’s the small details that transform a bag into a companion. Our Classic Tote is designed not just to carry your essentials, but to journey with you, gathering stories and character along the way. Hand-stitched for a lifetime of use.
• •K Howes was born from a love for true materials and timeless design. In a world of the temporary, we choose to create the permanent. Each piece is a quiet statement of quality, meticulously handcrafted in our workshop from the finest leather. This isn't just about making bags; it's about honoring a tradition of craftsmanship and creating something beautiful that lasts.
• •This week, the workshop is filled with the rich scent of new leather. We've just received a shipment of beautiful full-grain hides, and we couldn't wait to share a glimpse with you. Watch as this raw, natural material is measured, cut, and transformed into the pieces you love. It's a slow process, but we believe some things are worth the wait.
• •Simplicity in your pocket. The Essential Wallet is crafted from a single piece of folded leather, stitched by hand for strength and a minimalist profile. It’s everything you need and nothing you don’t. Designed to age beautifully, becoming uniquely yours with every use.
• •Buy once, love forever. We design for the long haul. Our leather goods are an investment in style that doesn't fade and quality that endures. Discover the difference of true craftsmanship. #KHowes #SlowFashion #MadeToLast