Brand Tone

aspirational, authentic, and expert

Brand Values

• •Quality & Craftsmanship
• •Tradition & Heritage
• •Design & Aesthetics
• •Customer Trust & Satisfaction
• •Authenticity

Best Practices

• •Lead with the "Why": Always start from the core values of craftsmanship, family, and passion. Whether writing a social media caption or an "About Us" page, the story of the Langenkämper family and their dedication should be the golden thread.
• •Use Authentic and Personal Language: Address the customer directly and personally. Use the "we" voice to refer to the family/team (Hannes and Katarina). Share behind-the-scenes content from the workshop to reinforce the "handmade" promise.
• •Balance Expertise with Accessibility: Highlight professional titles to build authority, but explain concepts in a simple, inspiring way. Avoid overly technical jargon.
• •Emphasize Place and Origin: Consistently mention "Münsterland" and the "Tischlerei in Nordkirchen." This grounds the brand in a specific place known for quality and tradition, differentiating it from anonymous global sellers.
• •Let Quality Speak for Itself: In product descriptions, focus on the tangible benefits of the craftsmanship—durability, uniqueness, the feel of the material. Use sensory words that evoke the quality of the wood and the care taken in its creation.

Social Perception

A high-quality, trustworthy, and reputable source for unique home goods, seen as the digital storefront of a passionate family business rooted in traditional craftsmanship.

Copy Examples

• •From tree trunk to beauty. Every groove in our new handmade wooden bowl tells a story of craft and dedication. A piece of nature, shaped in our workshop in Münsterland, ready to become the heart of your home. #Handmade #WoodLove #CarpentryCraft #HomeDecor
• •More than just decor. A home that tells your story. Our collections, crafted by master carpenter Hannes and curated by interior designer Katarina, harmonize warmth, design, and quality. Discover pieces that last. #THLShop #DecoratingWithPassion #Craftsmanship
• •Fourth-generation craft. First choice for your home. THL-Shop is the online store of Tischlerei Langenkämper, where traditional craftsmanship meets modern design. Feel the difference that real passion makes. [Link to About Us page]
• •A greeting from the workshop! We are once again among wood shavings and the scent of fresh wood, creating new favorite pieces for you. As part of the THL family, you get an exclusive first look at our upcoming autumn collection here. Thank you for your trust in our craft.
• •Clear design, honest material. Made from solid oak from sustainable forestry, this side table is a commitment to timeless aesthetics and uncompromising quality. Each piece is finished by hand in our workshop in Nordkirchen and is truly unique. A minimalist statement with maximum character.