Brand Tone

Passionate, Personal, Artisanal, Skillful, Eco-conscious, Responsible, Educational, and Story-driven

Brand Values

• •Sustainability
• •Craftsmanship
• •Authenticity
• •Connection (to materials, music, and heritage)
• •Customer Collaboration and Customization
• •Environmentally ethical
• •Personal and trustworthy
• •Knowledgeable and passionate about their craft

Best Practices

• •Ensure that copy consistently highlights the ecological sourcing of materials (specifically "European wood" or "local wood") and the artisanal, handmade nature of each instrument.
• •Language should feel authentic, warm, and inviting, as if speaking directly to a fellow music enthusiast.
• •This enriches the brand and makes it more memorable.
• •This positions the brand as an expert and builds trust.
• •Words like "finest," "exquisite," "perfectly balanced," and "unique" can be used thoughtfully.

Social Perception

A brand that is environmentally ethical, personal, trustworthy, knowledgeable, and passionate about their craft. Known for customer collaboration, customization, authenticity and transparency.

Copy Examples

• •Let's create yours.
• •Experience the unique voice of sustainable tonewoods.
• •Share your vision with us.
• •Explore our collection of handmade guitars, bouzoukis, and ukuleles, all crafted from responsibly sourced European wood.
• •Visit our workshop or explore our instruments online.