Brand Tone

Artisanal, Passionate, Expert, Sophisticated, Premium, Luxurious, Personalized, Customer-centric, Eco-conscious

Brand Values

• •Quality & Craftsmanship
• •Customization & Individuality
• •Tradition & Innovation
• •Passion for Music
• •Sustainability & Ethical Sourcing
• •Authenticity

Best Practices

• •Emphasize Craftsmanship and Origin: Always highlight the "handcrafted," "Australian-made," and "natural ingredients" aspects to reinforce the artisanal quality.
• •Use Evocative Language for Sound: Employ descriptive adjectives that appeal to a musician's ear (e.g., "velvety traction," "crisp sautille," "warm and resonant," "richer tones," "glassier texture") when describing the product's effect.
• •Focus on the "Bespoke" Benefit: Continuously remind the audience of the customization and personalization options, framing it as a solution to their unique needs and a way to unlock their full potential.
• •Maintain a Tone of Passionate Expertise: Write from the perspective of fellow musicians who understand the nuances of string playing. Share knowledge and insights rather than just selling a product. Founder Andrew Baker's story and expertise can be a valuable asset here.
• •Integrate Sustainability Messaging Authentically: When discussing eco-friendly aspects, connect it back to the overall brand values of quality, care, and respect – for music, musicians, and the environment.

Social Perception

High-End Product, Effective & Enhancing, Worth the Cost (for many), Innovative & Responsive, Aspirational Brand, Some Skepticism Overcome

Copy Examples

• •Headline: Unlock Your Instrument's True Voice. Body: Discover Leatherwood Bespoke Rosin. Handcrafted in Australia, our rosins are more than an accessory; they are a vital extension of your musical expression. Tailor your sound with our unique blends, designed for the discerning musician. Experience the difference passion makes.
• •Headline: The Art & Science of Perfect Traction. Body: At Leatherwood, we obsess over the details. From sustainably sourced Australian pine resins to our unique bespoke blending process, every element is chosen to enhance your connection with your instrument. Feel the nuanced control, hear the richer tones. This is rosin, reimagined.
• •Headline: Your Sound, Your Signature. Why Settle for Off-the-Shelf? Body: Just as every instrument is unique, so is every musician. Leatherwood Bespoke Rosin offers personal consultations to craft a rosin that perfectly complements your playing style, instrument, and artistic vision. Elevate your performance with a truly individualised experience.
• •Headline: From Ancient Volcano Slopes to the Concert Hall Stage. Body: Crafted by hand amidst the natural beauty of Australia, Leatherwood Bespoke Rosin carries the essence of its origin. We blend tradition with innovation to create rosins that offer unparalleled clarity, warmth, and responsiveness, trusted by soloists and orchestral players worldwide.
• •Headline: Consciously Crafted. Beautifully Played. Body: Introducing our ecoRosin line – premium, vegan-friendly rosin that doesn't compromise on performance or planetary health. Made with plant-based resins and packaged sustainably, it’s the choice for musicians who care deeply about their sound and their world.