Brand Tone

Authentic, Passionate, and Approachable

Brand Values

• •Sustainability
• •Craftsmanship and Quality
• •Family and Heritage
• •Storytelling
• •Creativity

Best Practices

• •Always Tell the Story: Never miss an opportunity to mention the origin of the wood. Whether it's a specific building or simply 'reclaimed lumber,' this is your strongest unique selling proposition. It reinforces the values of sustainability and history.
• •Use 'We' and Personal Pronouns: Emphasize the human, sister-run element of the brand. Using 'we,' 'our,' and sharing personal anecdotes creates a connection and builds trust, making the brand more relatable than a faceless company.
• •Highlight the 'Handcrafted' Aspect: Use descriptive words that evoke craftsmanship: 'meticulously,' 'patiently,' 'carefully crafted,' 'one-of-a-kind.' This justifies the premium nature of the products and sets them apart from factory-made items.
• •Incorporate Heritage: Continue to subtly weave in your family and Italian heritage. It adds a memorable and authentic layer to the brand identity, making it richer and more distinct. Product names are a perfect vehicle for this.
• •Balance Artistry with Function: When describing products, speak to both their aesthetic beauty ('focal point,' 'works of art') and their practical use ('functional art,' 'impress your guests'). This appeals to a broader audience looking for both beauty and utility in their home decor.

Social Perception

Highly creative and resourceful, known for unique, high-quality handcrafted art. Perceived as trustworthy and authentic due to their family story and excellent, personalized customer service. Recognized as skilled artisans with a valuable eco-friendly mission.

Copy Examples

• •Own a piece of history. The 'Avellino' isn't just art; it's a story, reclaimed from a local 1920s home and reimagined in our workshop. Each geometric line is handcrafted, preserving the wood's unique character and soul. Let your walls tell a story of heritage and sustainable beauty.
• •From forgotten floorboards to the focal point of your home. We're proud to salvage wood with a past to create art with a future. This custom piece is heading to its new home today, complete with the story of where its journey began. What story do you want your home to tell?
• •LUMBERCHINO: Handcrafted by our family, for yours. Discover sustainable wood decor that brings warmth, character, and history into your home. [Shop Now]
• •Tired of mass-produced decor? At LUMBERCHINO, two sisters handcraft every piece from reclaimed Canadian wood. We believe your home should be as unique as you are. Support small business and sustainable art. Explore our collections.
• •We're not your average lumberjacks. We're Stephanie and Samantha, sisters who grew up with sawdust in our veins. Following in our dad's footsteps, we turn discarded timber into art. Every piece is designed, cut, and crafted with passion, patience, and a little bit of Italian flair.