Brand Tone

Enthusiastic & Passionate, Knowledgeable & Expert, Approachable & Encouraging, Quality-Conscious & Honest, Community-Focused

Brand Values

• •Quality: Prioritizing high-grade materials and effective products.
• •Natural & Sustainable: Use of 100% natürliche Inhaltsstoffe for wood care. Sourcing wood from certified forestry.
• •Craftsmanship & DIY Empowerment: Providing tools, materials, and knowledge to enable customers to create.
• •Authenticity & Transparency: Direct communication style, showing the process and the people behind the brand (Jonas Winkler).
• •Passion for Woodworking: A clear love for the craft is evident in their content and product offerings.

Best Practices

• •Embrace the "Passionate Expert" Voice: Write as someone who genuinely loves woodworking and is excited to share their knowledge. Use enthusiastic language balanced with factual information about product benefits and quality.
• •Highlight Quality and Natural Aspects: Consistently refer to the high-grade materials, German production (where applicable), and natural ingredients. Reinforce the "we need better" philosophy.
• •Speak Directly to the DIYer: Use "you" and "your project." Offer encouragement, tips, and acknowledge the satisfaction of creating something by hand.
• •Be Transparent and Honest: If there are limitations or specific use cases for products, state them clearly. Acknowledge customer feedback where appropriate, showing the brand listens and values its community.
• •Maintain Visual and Verbal Cohesion: Ensure the language used in captions, website copy, and product descriptions aligns with the high-quality, natural, and craft-focused visuals presented on Instagram and the website.

Social Perception

Positive Product Reception, Appreciation for Expertise, Growing Expectation for Sustainability, Seen as a Go-To for DIY Woodworkers, The brand is perceived as offering high-quality products that deliver good results, particularly for wood finishing and care.

Copy Examples

• •Headline for a new wood oil: "Unleash Your Wood's True Character. Our new [Product Name] Oil: Deep penetration, 100% natural, for a finish that speaks volumes."
• •Instagram caption for a customer project feature: "Look at this incredible piece by @[CustomerHandle] using our Hey Honey Wood Wax! 😍 We're so inspired by your passion and craftsmanship. What are you building this weekend? #vlvr #woodworking #diyinspiration #naturalwoodcare"
• •Website 'About Us' snippet: "At VLVR, we believe in better, not just more. Better materials, better care for your wood, and a better creative experience for you. Born from a passion for woodworking, we provide German-engineered quality you can trust for projects you'll be proud of."
• •Product description for planed oak: "Ready for your masterpiece? Our A-grade European Oak is planed to perfection and sourced from certified forests, giving your project the premium start it deserves. Feel the VLVR difference."
• •Email subject line for a tutorial: "Jonas Shows You: Get That Pro Finish in 3 Easy Steps! 🪵✨"