Brand Tone

Authentic, handcrafted, nostalgic, and timeless, combined with an aspirational, lifestyle-oriented approach that is deeply grounded in its local Northern Michigan roots.

Brand Values

• •American Craftsmanship
• •Heritage & Durability
• •Simplicity & Functionality
• •Connection to Place
• •Family & Tradition

Best Practices

• •Always emphasize the origin and craftsmanship, using phrases like "Handcrafted in our Empire, MI studio," "American-tanned leather," and "Designed in Northern Michigan" as staples.
• •Appeal to emotions and memory with nostalgic and sensory language, using words like "heirloom," "legacy," "timeless," and "tradition," and describing the feel and smell of the leather to create a tangible sense of quality.
• •Frame products within the aspirational "Up North" context, connecting items to experiences like a bag for the farmers market or a journal for quiet reflection by the lake, reinforcing this narrative with visuals.
• •Communicate that products are long-term investments by using phrases that emphasize durability and longevity, such as "Built to last," "a generational piece," and "your lifetime companion."
• •Maintain a grounded, authentic voice that is warm, confident, and proud of its local, family-owned roots, reflecting the real people and place behind the brand without being pretentious.

Social Perception

Leelanau Trading Co. is perceived as a producer of high-quality, prestigious leather goods and an authentic local treasure. It is seen as a trusted and reliable brand deeply connected to the unique shopping experience of Leelanau County, embodying an aspirational "Up North" Michigan lifestyle.

Copy Examples

• •The only bag you'll need, from sunrise on the dock to sunset by the fire. Our handcrafted leather totes are designed in Northern Michigan to be a part of your story for generations to come. #LeelanauTradingCo #MadeInMichigan #UpNorth #TimelessDesign
• •Forged in History. Found on Our Shores. Discover the rare beauty of Leland Blue. Each piece tells the story of our peninsula's industrial past, transformed into a timeless treasure.
• •The Legacy Journal - American Leather & Cherry Wood. More than a notebook, it’s a vessel for your thoughts, stories, and memories. Bound in rich, American-tanned leather and finished with a spine of local cherry wood, this journal is crafted to be passed down. Feel the quality beneath your fingertips and start a new tradition.
• •Built for a Lifetime of Adventure. Stop replacing and start investing. Leelanau Trading Co. was founded on a simple mission: create beautiful, functional leather goods that last. Handcrafted in Empire, Michigan, our pieces are ready for wherever your journey takes you.
• •Your everyday essentials deserve a home with character. Our Artist's Envelope combines simple, functional design with the unmatched quality of American leather, all handcrafted right here in Northern Michigan. #LeelanauStyle #LeatherGoods #AmericanMade #Cottagecore