Brand Tone

Passionate, Expert/Artisanal, Authentic/Transparent, Community-Focused/Engaging, Down-to-Earth/Approachable

Brand Values

• •Craftsmanship/Quality: "Strive to produce quality items that are made to last." Emphasis on the best materials, meticulous finish, and functional design.
• •Passion for the Outdoors: "Crafted with passion for your next adventure." Their products are designed for and inspired by outdoor activities.
• •Durability/Functionality: Tools are "100% right for the tasks it's designed to tackle." Knives are described as robust and reliable.
• •Heritage/Tradition: Ben's background in traditional green woodworking informs his tool making. They value making "heirloom" tools.
• •Customer Connection/Service: Prides themselves on good customer service and personal interaction.
• •Authenticity: Genuine makers sharing their process and love for their craft.

Best Practices

• •Speak from Passion: Let the genuine love for craftsmanship and the outdoors shine through. Use evocative language that connects with the user's own passion for these pursuits.
• •Emphasize "Handmade" and "Heritage": Continuously reinforce that these are not mass-produced items but tools crafted with individual care, drawing on traditional skills and years of experience.
• •Be Informative and Educational: Share details about materials, design choices, and the benefits these bring (e.g., "AEB-L steel for rust resistance and a keen edge," "ergonomic handle for comfort during prolonged use"). This builds trust and showcases expertise.
• •Use Storytelling: Narrate the journey of a knife's creation, the inspiration behind a design, or the history of the Craft Lab itself. This makes the brand more relatable and memorable.
• •Maintain an Authentic, Approachable Voice: While expert, avoid overly technical jargon where simpler, descriptive language will do. Ben's style in the videos is a good benchmark – knowledgeable yet friendly and open. Encourage interaction and feedback.

Social Perception

Highly Respected, Expert Craftsmen, Trustworthy, Investment-Worthy, Community Builders

Copy Examples

• •Headline: Crafted for the Wild. Built to Endure. Body: More than just a blade, it's a Ben Orford. Born from a passion for the untamed and a lifetime of traditional craftsmanship, each Craft Lab knife is an extension of your own outdoor spirit. Ready for your next adventure?
• •Instagram Caption (with a picture of a new knife): Fresh from the Craft Lab forge! This Woodlander features [specific steel, e.g., AEB-L stainless steel] for exceptional edge retention and [handle material, e.g., rich desert ironwood] shaped for a confident grip in all conditions. Built by hand, for your hands. See the story highlights for a peek at its creation.
• •Product Description Snippet (for a carving tool): Feel the difference true craftsmanship makes. Our [tool name, e.g., Small Crook Knife] isn't just shaped steel; it's years of green woodworking experience poured into a tool that understands wood as well as you do. Expect clean cuts and comfortable carving, project after project.
• •Facebook Post (announcing a new YouTube video): Ever wondered how we achieve that perfect [technique, e.g., Scandi grind]? Ben's in the workshop this week on YouTube, breaking down the process for our [knife model] handle shaping. Grab a brew and join us in the Craft Lab! Link in bio. #CraftLabKnives #Bushcraft #HandmadeKnives
• •Website "About Us" Excerpt: "It started with a love for wood, metal, and the wild places that call to us. At Craft Lab Knives, Ben and Lois Orford pour that passion into every tool they create. From Ben's apprenticeship in traditional crafts to the hum of their Herefordshire workshop, their journey is one of dedication to creating heirloom tools that won’t let you down when you need them most."