Brand Tone

Authentic, Passionate, Understated, Minimalist, Quality-Focused, Enduring, Artisanal, Craft-Oriented, Approachable, Unpretentious

Brand Values

• •Craftsmanship: Dedication to traditional techniques and meticulous, by-hand production in their NYC studio.
• •Quality Materials: Use of premium materials like Belgian vegetable-tanned leather, chosen for durability and ability to age beautifully.
• •Timeless Design: Focus on classic, minimalist styles that transcend fleeting trends and adapt to the wearer.
• •Durability & Longevity: Creating products that are "built to last" and "get better after you wear it for a while." The products are intended to develop a unique patina over time.
• •Authenticity & Simplicity: Stemming from the founder's personal need for such products, with an emphasis on minimal branding and straightforward utility.
• •Local Production: Commitment to making goods in their New York (originally Brooklyn, now Long Island City) studio.

Best Practices

• •Prioritize Authenticity: Tell the real story. Use genuine language that reflects the founder's passion and the handcrafted nature of the products. Avoid marketing jargon or overly polished corporate speak.
• •Focus on "Show, Don't Just Tell": Instead of saying "high quality," describe the specifics – "Belgian vegetable-tanned leather," "hand-stitched detailing," "solid brass hardware." Let the materials and process convey quality.
• •Embrace Understatement: The brand’s strength is in its minimalist appeal. Copy should be clear, concise, and confident without being boastful. Let the product’s inherent value shine.
• •Highlight Longevity and Evolution: Emphasize that the products are designed to last and improve with age. Use words like "enduring," "timeless," "patina," and "evolves" to reinforce this value.
• •Maintain a Human Touch: Remind customers that these are items made by skilled artisans. Language should feel personal and connected to the craft, not mass-produced. Referencing the NYC studio and the "by hand" process helps achieve this.

Social Perception

High-Quality, Durable, Stylish, Minimalist, Artisanal, Trustworthy, Good Investment, Unisex Appeal, Knowledgeable Customer Base, Positive Word-of-Mouth

Copy Examples

• •Headline: Built by Hand. Worn by You. Designed for Life. Body: At Maximum Henry, we believe in leather goods that tell a story – your story. Each belt is cut, dyed, and stitched by hand in our NYC studio from the finest vegetable-tanned leather, designed to journey with you and get better with every wear.
• •Headline: Simply Crafted. Enduring Style. Body: Forget fleeting trends. Our focus is on timeless design and uncompromising quality. The Standard Belt: pure Belgian leather, solid brass, and the skill of our hands. That’s it.
• •Headline: The Patina is the Point. Body: We don’t make accessories that just look good new. We craft companions that evolve with you. The rich character your Maximum Henry piece develops over years of use isn't a flaw; it's the signature of a life well-lived.
• •Headline: From Our Studio to Your Wardrobe. Body: Founded on the idea that essentials should be exceptional. Every Maximum Henry wallet and keychain is a testament to this—made to order, with minimal branding, because quality speaks for itself.
• •Headline: More Than a Belt. A Commitment. Body: To lasting quality, to honest craftsmanship, to a simpler way of making things. Discover the difference of leather goods made with intention, right here in New York.