Brand Tone

Authentic & Passionate, Understated & Elegant, Quality-Conscious & Confident, Approachable & Relatable, Patriotic & Ethical

Brand Values

• •Quality Craftsmanship
• •American Made
• •Timeless Design & Simplicity
• •Product Integrity & Functionality
• •Authenticity & Heritage
• •Woman-Owned Small Business
• •Intentional Living

Best Practices

• •Emphasize "American Made" Authentically: Don't just state it; weave it into the narrative of quality, skilled artisans, and heritage. Connect it to product integrity and the brand's core identity.
• •Spotlight Quality and Timelessness: Use descriptive language that highlights the feel of the leather, the durability of the construction, and the classic nature of the designs. Avoid overly trendy jargon. Focus on investment pieces rather than fast fashion.
• •Maintain an Understated Elegance: Let the product and its craftsmanship be the hero. Avoid hyperbolic claims or overly loud calls to action. The tone should be confident but not arrogant, refined but not exclusive.
• •Share the Founder's Journey and Values (When Appropriate): Kelsea Slade's story of starting the brand, her commitment to American manufacturing, and her life as a mother and entrepreneur adds a relatable and authentic layer. This human element resonates with customers.
• •Focus on "Made to Hold" Functionality: Connect the beauty of the bags to their practical use in everyday life. Highlight how they are designed for real people and their needs, reinforcing the idea of lasting value and utility.

Social Perception

Positive Reputation for Quality, Appreciation for "Made in America", Seen as a Trustworthy Brand, Valued for Timeless Style, Support for Small, Woman-Owned Business, Mid-Range to Premium Perception

Copy Examples

• •Headline: Enduring Style, American Soul. Body: At K.Slade, we believe in pieces that tell a story. Designed with simplicity and crafted with integrity right here in the USA, our leather goods are made to journey with you, becoming more a part of your life with every wear. Discover quality that holds. Call to Action: Shop a K.Slade Original.
• •Headline: Crafted for Your Everyday, Cherished for a Lifetime. Body: From hectic mornings to quiet moments, your K.Slade bag is more than an accessory—it’s a trusted companion. We pour our passion for quality and timeless design into every stitch, ensuring each piece is as functional as it is beautiful. American-made, for life's every moment. Call to Action: Find Your Forever Bag.
• •Headline: The Beauty of Simplicity. The Strength of American Craftsmanship. Body: In a world of fleeting trends, K.Slade stands for enduring quality. Our minimalist designs let the superior American leathers and meticulous handcrafting speak for themselves. Invest in a piece that’s truly ‘made to hold.’ Call to Action: Explore the Collection.
• •Headline: More Than a Handbag: It's a Piece of Our Heritage. Body: K.Slade was born from a simple desire for quality and timelessness. Each design is thoughtfully created by our founder, Kelsea, and brought to life by skilled artisans in Chicago. Feel the difference of American-made dedication. Call to Action: Learn Our Story.
• •Headline: Simple. Lasting. Honestly Made. Body: We don’t chase trends. We create timeless leather goods using the finest American materials and craftsmanship. K.Slade bags are designed for real life, by a real family, with a commitment to quality you can feel. Call to Action: Experience K.Slade.