Brand Tone

Nostalgic, authentic, and reflective. It speaks with a deeply personal voice rooted in storytelling, often resembling journal entries. It conveys a sense of deliberate craftsmanship, rejecting disposable culture, and uses descriptive, evocative language focusing on sensory details of materials.

Brand Values

• •Sustainability and Heritage
• •Handmade Craftsmanship
• •Adventure and Storytelling
• •Authenticity and Simplicity
• •Family and Community

Best Practices

• •Lead with the "Why": Always start from a place of purpose. Talk about heritage, sustainability, and craftsmanship before detailing product features. The story is the reason the brand exists.
• •Use Evocative, Sensory Language: Describe the materials with texture and history. Use words like "sumptuous," "well-worn," "rugged," "hand-dyed," and "time-worn" to connect the customer to the physical product.
• •Embrace Personal Storytelling: Frame communications from the founders' perspective ("We believe," "Our journey began"). This maintains the authentic, small-business feel even in a B2B context.
• •Highlight Durability as a Value: Position the products not just as purchases, but as lifelong companions. Use phrases like "built to last," "ages beautifully," and "gathers marks from adventures" to reinforce the idea of permanence.
• •Maintain a Reflective, Calm Tone: Avoid aggressive sales language, hype, and excessive exclamation points. The tone should be confident but quiet, reflecting the timeless, considered nature of the products themselves.

Social Perception

Customers perceive Peg and Awl as a high-quality, artisanal brand with a strong ethical foundation. They are seen as authentic and trustworthy, with products praised for durability, beauty, and craftsmanship, appealing to those who value sustainability and a vintage aesthetic. Purchases are viewed as investments in timeless pieces.

Copy Examples

• •Headline: Built from History. Crafted for a Lifetime. Body: Each Peg and Awl piece carries a story. We began by giving new life to forgotten materials, and today, we continue that legacy with sustainably-sourced canvas and leather from historic American suppliers. Offer your customers more than a product; offer them a piece of heritage designed to last for generations.
• •Headline: For the Modern Traditionalist. Body: Our collections are for those who appreciate the weight of history and the value of true craftsmanship. From our studio in Pennsylvania, we handcraft functional, durable goods that honor the past while serving the needs of today. Partner with us to bring timeless quality to your store.
• •Headline: The antidote to disposable. Body: In a world of fleeting trends, Peg and Awl stands for permanence. Our bags, journals, and artist rolls are handcrafted with intention, using materials chosen for their integrity and ability to age beautifully. Stock items that your customers will treasure and use for years to come.
• •Headline: A Legacy of Found and Made. Body: The story of Peg and Awl is a story of discovery—of finding beauty in the overlooked and crafting it into something useful. While our materials have evolved, our ethos has not. Join us in celebrating a tradition of American craftsmanship and sustainable design.
• •Headline: Stock the Story. Body: Your customers seek authenticity. Our products are born from our family's passion for making and exploring. Each design is rooted in a personal story and crafted by our team in our Pennsylvania barn. When you stock Peg and Awl, you're sharing a genuine narrative of creativity and heritage.