Brand Tone

Confident & Authoritative, Direct & Commercial

Brand Values

• •Quality & Durability
• •Craftsmanship
• •Customer-Centricity
• •Canadian Heritage
• •Ethical Production

Best Practices

• •Lead with Durability: Every piece of copy should reinforce the core promise of longevity.
• •Balance Quality and Value: Emphasize premium materials and craftsmanship while acknowledging competitive pricing and sales.
• •Use an Authoritative and Confident Voice: Write in clear, direct, and confident statements.
• •Anchor the Brand in its Canadian Roots: Consistently mention 'Handmade in Canada' or 'Proudly Canadian'.
• •Tell the Story of the Material: Educate customers about full-grain leather, its aging process, and sensory details.

Social Perception

Generally positive, praised for high-quality, sturdy leather products at a reasonable price point, and excellent customer service. Some criticisms exist regarding minor quality control issues and inconsistent labeling of leather types (full grain vs. genuine).

Copy Examples

• •Forged from Full-Grain. Built for a Lifetime. This isn't just a belt. It's a 20-year promise. Our signature leather goods are handcrafted in Canada to withstand the daily grind and age as gracefully as you do. The only accessory you'll ever need to buy.
• •The Last Belt You'll Ever Own. Guaranteed. Tired of belts that crack and fail? We were too. That's why we craft every NAB Leather product from a single piece of 9oz full-grain leather, backed by an honest lifetime guarantee. Wear it with confidence, every day.
• •Proudly Canadian. Uncompromising Quality. From our workshop in Toronto to your wardrobe, our passion is in the details. Experience the difference of ethically sourced leather and true Canadian craftsmanship.
• •More Than an Accessory. It's Your Signature. Your style is timeless. Your accessories should be too. Discover our collection of handmade leather wallets, bags, and belts—designed for the modern man who values substance as much as style.
• •The Daily Grind Just Met Its Match. Our Long Haul Belt isn't made for the shelf. It's made for long days, hard work, and everything in between. Feel the strength and character of real full-grain leather.