Brand Tone

Sophisticated, passionate, authentic, professional yet personal, evocative, and reflecting the voice of a master artisan proud of their work.

Brand Values

• •Craftsmanship
• •Quality
• •Timelessness
• •Authenticity
• •Customer Respect

Best Practices

• •Always frame the message around the love for the craft and the product's intrinsic value; the sale is a consequence of the customer sharing that passion.
• •Use evocative, sensory language that appeals to the touch, sight, and even smell of leather (e.g., 'supple to the touch,' 'rich patina').
• •Tell the story behind the product, reinforcing brand values by discussing the origin of materials, the time taken to craft, or the artisan's work.
• •Maintain a voice of quiet confidence; be assertive about quality without being arrogant, letting details and craftsmanship speak for themselves.
• •Ensure consistency across all channels (social media, email, product descriptions) to build trust and maintain brand recognition.

Social Perception

Overwhelmingly positive; customers are perceived as connoisseurs who value quality over quantity. The brand is seen as trustworthy and an authority in handcrafted leather goods, with high customer satisfaction.

Copy Examples

• •It’s the details that tell the true story of quality. Every stitch is a promise of dedication, every edge a testament to a tradition we hold dear. This isn’t just a wallet; it’s a companion for your journey, crafted to last a lifetime. #Tedparma #HandcraftedLeather #ArtOfDetail
• •Before it becomes yours, it passes through the skilled hands of our artisans. We don’t just make bags; we pour our passion and heritage into every piece. Discover the story behind your Tedparma.
• •Discover timeless leather goods, handcrafted with passion and integrity to accompany you for years to come.
• •We believe some things should be built to last. It is with this spirit that we proudly present the Heritage Collection—a curated selection of our most timeless designs, now available in a rich, new burgundy leather. Each piece is a celebration of classic style and enduring craftsmanship, ready to become a part of your story.
• •More than an accessory, the Artisan’s Tote is a statement of purpose. Fashioned from a single piece of full-grain Italian leather, its character will only deepen with time and use. The spacious, unlined interior celebrates the raw beauty of the material, while the hand-burnished handles ensure a comfortable carry, day after day. This is functional elegance, crafted without compromise.