Brand Tone

Authentic, Passionate, and Humble.

Brand Values

• •Sustainability and Resourcefulness
• •Handcrafted Quality
• •Personal and Family Legacy
• •Appreciation for Natural Beauty

Best Practices

• •Lead with the "Why": Always connect the products back to the core story—the origin of the wood, the passion for the craft, and the sustainable ethos. The "why" is your strongest differentiator.
• •Use Authentic and Humble Language: Avoid corporate jargon or overly polished marketing speak. Write as Lee would speak: with passion, knowledge, and a down-to-earth appreciation for his work. Let the quality of the product, not flashy language, do the selling.
• •Highlight the Uniqueness of Each Piece: Emphasize the "one-of-a-kind" nature of the products. When showcasing an item, mention the specific wood type and any unique features in its grain or shape. This reinforces the value of true handcraftsmanship.
• •Incorporate the Senses: Use descriptive words that evoke the feel, look, and story of the wood. Terms like "warmth," "natural grain," "smooth," and "durable" help customers connect with the tangible quality of the products online.
• •Maintain a Consistent Visual Identity: Ensure that all photography aligns with the brand's values. Use natural lighting, simple backdrops, and focus on the details of the wood to create a cohesive, rustic, and high-quality aesthetic that complements the brand's tone.

Social Perception

Artistic, High-Quality, and Genuine.

Copy Examples

• •From a fallen cherry tree on our Indiana farm to your kitchen counter. This spatula isn't just a tool; it's a piece of a story. We handcraft every curve to reveal the wood's natural muscle and warmth. Feel the difference of true craftsmanship in your hand every day.
• •For years, these black locust trees were just firewood. But I saw something more in the grain—a beauty too precious to burn. That's why I started Leaning Locust Woodcraft. To give fallen trees a second life as a beautiful, functional part of your home. #SustainableWoodcraft #Handmade
• •Elevate Your Everyday. Our handcrafted wooden utensils are designed to be used and loved for a lifetime. Sourced from local, salvaged wood, each piece brings the simple beauty of nature into your kitchen.
• •Give a gift that lasts. Unlike another gadget, a Leaning Locust serving spoon is a unique work of art, handcrafted from Indiana walnut. It's a story of sustainability and passion they can hold in their hands. The perfect gift for the person who appreciates true quality.
• •Tired of plastic? Cook with character. Shop our collection of one-of-a-kind wooden spoons and utensils, handcrafted from locally salvaged hardwood. Beautiful, durable, and sustainable. Discover Leaning Locust Woodcraft.