Brand Tone

Authentic, rugged, educational, unpretentious, honest, transparent, and direct, reflecting the voice of a master craftsman.

Brand Values

• •Craftsmanship & Quality
• •Self-Reliance & Empowerment
• •Authenticity & Transparency
• •Durability & Practicality
• •Community & Education

Best Practices

• •Keep Hank as the Voice: The founder's authentic, expert voice is the brand's greatest asset. Continue to use him in videos and as the source of written content. The tone should always feel like it's coming from a master craftsman, not a marketer.
• •Prioritize Demonstration over Declamation: Show the products in use. Show them being made. Show them being tested. The copy should support the visual proof of quality and durability, using simple, direct language.
• •Embrace Transparency: Don't shy away from the realities of a small-batch business. If there are delays or challenges, communicate them openly. This builds trust and reinforces the brand's authenticity.
• •Educate and Empower: Frame content around teaching a skill or sharing knowledge. Whether it's a tip for sharpening a blade or a video on how to use a drawknife, the copy should aim to make the customer more capable.
• •Use Rugged, Unpretentious Language: Avoid marketing jargon and overly polished corporate speak. Use strong, simple words. The language should reflect the tools themselves: practical, durable, and without unnecessary frills. Focus on terms like "hand-forged," "small-batch," "field-tested," and "built to last."

Social Perception

A credible, high-quality, and niche artisan brand, highly respected within the survivalist, bushcraft, and knife-making communities. Perceived as a source of serious, reliable tools and a resource for knowledge and skill-building, led by a genuine master craftsman. Seen as a small, passionate company dedicated to its craft.

Copy Examples

• •Forged by hand. Proven in the field. This isn't just a blade; it's a promise of reliability when you need it most. Our Whiskey Knives are crafted from A36 carbon steel, tested for a keen edge and unbreakable toughness. Built for the wild, ready for your hand.
• •The sound of steel meeting the hammer. Each strike shapes a tool meant to last a lifetime. We're not about shortcuts. We're about building capability, one handmade knife at a time. #ReptileToolworks #Blacksmith #HandForged #Bushcraft
• •ReptileToolworks was born from a simple idea: a tool should be as tough and reliable as the person who wields it. We are a small-batch workshop in Kentucky dedicated to preserving the art of smithing and survival. From the field to the freezer, our tools are your trusted companions in the great outdoors. We don't just sell gear; we equip you with skills.
• •Learn to Forge Your Own Path. New Classes Open.
• •The hunt doesn't end in the field. The 'Share Your Hunt Kit' provides everything you need to process your game with respect and efficiency. Featuring two hand-sharpened keradashi knives and durable cutting boards, this kit is designed for the hunter who values tradition and self-sufficiency.