Brand Tone

Artisanal & Passionate, Authentic & Sincere, Timeless & Enduring, Quality-focused & Confident, Slightly Nostalgic & Traditional

Brand Values

• •Craftsmanship & Quality
• •Durability & Longevity
• •American Made
• •Sustainability (through recycled materials & low-waste production)
• •Authenticity & Heritage
• •Customer Satisfaction
• •Timelessness over Trends

Best Practices

• •Embrace Storytelling: Continuously weave in the founder's passion, the "sacred privilege" of working with leather, and the journey of each piece. This personal touch resonates with the artisanal value.
• •Prioritize "Timeless" over "Trendy": Use language that evokes endurance, heritage, and classic style rather than fleeting fashions. Highlight the "buy it once, love it forever" philosophy.
• •Emphasize Quality & Durability Explicitly: Regularly mention the quality of materials (even if recycled, frame it as premium recycled), the "Made in USA" aspect, and the lifetime guarantee. Use strong, confident words to describe the products.
• •Maintain a Respectful, Almost Reverent Tone for the Craft: Reflect the idea that creating these leather goods is more than just manufacturing; it’s an art form. This aligns with the "artisan" perception.
• •Be Authentic and Direct: Speak from the heart of the brand. The sincerity in the founder's story is a key asset. Avoid overly corporate or generic marketing language. Let the passion for the product shine through.

Social Perception

Highly Positive, Trusted, Valued for Quality, Appreciative of Craftsmanship, Seen as a Reliable & Customer-Focused Company

Copy Examples

• •Headline: Beyond the fleeting trend. Discover leather that endures. Body: In a world of fast fashion, Lund Leather stands apart. We craft timeless bags and accessories from recycled leather, handmade in the USA to accompany you for a lifetime. This isn't just a purchase; it's an heirloom in the making.
• •Headline: The soul of the artisan, in every stitch. Body: For Bruce Lund, our founder, working with leather is a sacred privilege. That reverence is handcrafted into every wallet, tote, and backpack, ensuring a piece that’s not only beautiful but built to share your journey, year after year. Feel the difference true craftsmanship makes.
• •Headline: They don’t make them like they used to. We do. Body: Remember when quality was a promise? At Lund Leather, it still is. We build our goods to last, using time-honored techniques and the finest recycled leather. Invest in a piece that tells a story of enduring American-made quality.
• •Headline: More than a bag. It's a Lund. Body: Carry a piece of passion. Each Lund Leather creation is born from a lifetime of dedication to design and craftsmanship, destined to become a cherished part of your life's adventures. Backed by our lifetime guarantee, it’s quality you can hold onto.
• •Headline: Crafted for your story. Guaranteed for life. Body: From the heart of our American workshop to your hands, every Lund Leather piece is an invitation to a life well-lived. We use recycled leather and low-waste methods because what’s good for the earth is good for the soul – and makes for a truly timeless companion.