Brand Tone

Authentic, personal, and passion-driven, with a warm, approachable, and proudly Canadian voice. It conveys a humble confidence and a family-first narrative.

Brand Values

• •Family-Centric
• •Quality Craftsmanship
• •Canadian & Local Support
• •Community & Charity
• •Customer Happiness

Best Practices

• •Always lead with the "why" by connecting items to core brand values of family, passion, or community to remind customers that real people are behind the product.
• •Consistently use personal, collective pronouns like "we" and "our" to reinforce the family-run aspect and create a personal connection.
• •Highlight Canadian roots by mentioning Canadian materials, local sourcing, or the Mississauga workshop to instill national pride and signify quality/transparency.
• •Maintain a humble and approachable tone using clear, simple language, and include calls to action that invite conversation.
• •Incorporate social proof with genuine gratitude, framing testimonials to show appreciation and reinforce the brand's mission of customer happiness.

Social Perception

Customers perceive Woods and Goods as a source of high-quality, beautifully crafted, and personalized products, backed by excellent customer service. They are seen as trustworthy, reliable, and an authentic family-owned business.

Copy Examples

• •From our workshop to your weekend. ✨ Every ripple in this Canadian walnut, every smooth edge, is a piece of our family's passion. We started Woods & Goods to create more moments like these—ones worth sharing. P.S. We love seeing your creations! Tag us at #woodsandgoodsco to be featured.
• •Searching for a wedding gift that’s more than just an item on a registry? Our handcrafted cutting boards and custom home decor are made right here in our Mississauga workshop with locally-sourced wood. Give a gift that tells a story of quality, care, and Canadian craftsmanship. Explore our collection.
• •From our family to yours, discover quality wood gifts made with passion, precision, and locally-sourced materials. Free local pickup in Mississauga.
• •This week, Glenn got his hands on a stunning piece of roasted maple and the whole workshop smelled amazing. It reminded us of why we started this journey—to turn beautiful, natural materials into something you can cherish. That’s the feeling we put into every BBQ caddy and every custom sign. Thanks for being a part of our story. See what’s new this week.
• •This is the piece that started it all! Before Woods & Goods was a business, it was Glenn in his workshop, building these sturdy totes to raise money for charity. Crafted from durable pine and finished with a cast iron opener, this caddy is built for good times and good causes. Perfect for backyard BBQs, cottage weekends, or as a gift for the craft beer lover in your life.