Brand Tone

Authentic, Personal, Heritage-Driven, and Quality-Focused.

Brand Values

• •Quality Craftsmanship
• •Durability & Longevity
• •Heritage & Tradition
• •Simplicity & Functionality
• •Authenticity

Best Practices

• •Always write from the founder's perspective, using "I" and "my" to maintain a personal, craftsman-to-customer voice.
• •Focus on the "why" behind the quality, explaining the craft, materials, and benefits rather than just stating high quality.
• •Use sensory and evocative language related to touch, sight, and even smell to make the products feel tangible.
• •Emphasize legacy and longevity with phrases like "built to last," "gets better with age," and "heirloom quality."
• •Maintain visual and tonal consistency, ensuring photography matches the honest, straightforward tone of the copy.

Social Perception

PhillipsGoods is perceived as a premium, high-quality artisan brand for a discerning customer who seeks durable, handcrafted alternatives to mass-market products. It is respected in niche communities that value quality and are willing to pay for a superior product, and is seen as trustworthy and authentic due to its direct association with the maker, Phillip Crosby.

Copy Examples

• •More Than a Wallet. It's a Story. Starts with the best vegetable-tanned leather. Finished with a hand-stitched seam. But it really comes to life in your pocket. Every crease and mark tells the story of your days. This isn't just a place for your cards; it's a companion for the journey, built to last a lifetime. #PhillipsGoods #HandcraftedLeather #BuiltToLast #VegTanWallet
• •The Perfect Partner for Your Cast Iron. Your cast iron skillet is a kitchen heirloom, and it deserves a handle that can match its legacy. Hand-cut and saddle-stitched from thick, American leather, our skillet sleeve provides a confident grip and a timeless look. It’s crafted to endure the heat of a busy kitchen and, like your favorite pan, will only get better with age. Protect your hands, honor your tools.
• •Reclaim Your Everyday. In a world of the disposable, we choose the durable. Our handcrafted leather goods are made for the life you live. From the valet tray that greets you at the door to the keychain that journeys with you, each piece is a small act of permanence. Made by hand, for your hands. Discover the PhillipsGoods difference. #HandmadeHomegoods #Leathercraft #QualityOverQuantity
• •From My Grandfather's Bench to My Own. The smell of leather and wax is a part of my story. My grandfather was a leatherworker, and the lessons he taught—patience, precision, and an honest respect for the materials—are stitched into every piece I create. PhillipsGoods isn't just a business; it's a tradition. It's the belief that the best things are made slowly, by hand, and are meant to be passed down.
• •Subject: A Quick Note From the Workshop. Hi [Customer Name], Phillip here. The workshop is quiet this morning, and I'm putting the finishing touches on a new batch of belts. I wanted to share a quick look at the process—the way the leather burnishes at the edges, the satisfying pull of a saddle stitch. It's in these small details that quality lives. Thanks for being a part of this journey.