Brand Tone

purposeful, sophisticated, and educational

Brand Values

• •Sustainability
• •Upcycling and Innovation
• •Craftsmanship and Quality
• •Minimalist Design
• •Local Economic Support

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core mission of sustainability and upcycling. The story is the key differentiator.
• •Use Educated Language: Explain the 'what' and 'how' of pine beetle kill wood. Use terms like 'upcycling,' 'CO2 offsetting,' and 'minimalist design' to reinforce the brand's sophisticated and purposeful identity.
• •Emphasize Craftsmanship and Locality: Consistently mention that the products are 'handcrafted in British Columbia' to build trust and highlight quality.
• •Maintain a Minimalist Aesthetic in Text: Keep copy clean, concise, and impactful. Avoid overly ornate language or jargon that doesn't align with the simple, elegant design of the products.
• •Be Transparent and Authentic: The brand's strength lies in its genuine story. Maintain this by being open about the materials and processes. This authenticity will resonate with the target audience of eco-minded consumers.

Social Perception

Eco-conscious and responsible, Design-led and stylish, Authentic and story-driven

Copy Examples

• •The PLANTA. Where minimalist design meets ecological revival. Handcrafted from a single piece of solid pine beetle kill wood, its unique blue-gray streaks tell a story of forest rejuvenation. A simple, elegant home for your favorite succulent, and a testament to sustainable living.
• •Beauty in Imperfection. Discover our collection of minimalist home goods, crafted from upcycled pine beetle kill wood. Each piece is a unique work of art, a story of nature's resilience, and a step towards a healthier planet.
• •We don't just make furniture. We give new life. By upcycling wood from trees lost to the pine beetle epidemic, we are not only creating beautiful, minimalist pieces for your home, but we are also helping to restore our forests and support local Canadian artisans. This is design with purpose. This is KILLWOOD.
• •Subject: The Story Behind the Blue Hue. It's more than just a color. The unique blue grain in our wood is a mark left by nature, a symbol of a forest's struggle and our mission to help it recover. Learn more about how each KILLWOOD piece traps CO2 and helps us plant new trees.
• •From a devastated forest to a minimalist centerpiece. Our Bika Bike Rack is crafted from wood that tells a story. A story of sustainability, design, and the beauty of second chances. #Killwood #SustainableDesign #Upcycling #MadeInCanada