Brand Tone

Artisanal & Passionate, Authentic & Genuine, Understated & Timeless, Quality-Focused & Durable, Proudly Canadian (Ottawa-based)

Brand Values

• •Craftsmanship
• •Quality Materials
• •Durability & Functionality
• •Timeless Design
• •Authenticity & Transparency

Best Practices

• •Emphasize 'Handcrafted' and 'Artisanal': Consistently use terms that highlight the human touch and skill involved (e.g., 'handcrafted,' 'workshop,' 'artisan-made,' 'small batch'). This reinforces the core value of craftsmanship.
• •Spotlight Materials and Durability: Always detail the quality of the materials used (e.g., 'premium North American bridle leather,' 'heavyweight canvas') and connect this to the product's longevity and ability to withstand daily use.
• •Maintain a Tone of Understated Confidence: The quality of the products should speak for itself. The tone should be knowledgeable and proud of the craftsmanship, but not boastful or overly trendy. Think classic, not flashy.
• •Share the Maker's Story and Process (Authenticity): Periodically give glimpses into Will Ficner's work, the workshop, or the design inspiration. This builds a personal connection and reinforces the brand's authenticity as a one-person operation.
• •Visual Consistency: Ensure that all photography and visual branding (on the website, Instagram, etc.) reflect the timeless, quality-focused aesthetic. Use natural lighting, focus on texture and detail, and showcase products in realistic, aspirational settings that align with the 'everyday life' functionality.

Social Perception

Niche & Respected (among those who know it), Appreciation for Handcrafted Quality, Limited Mainstream Awareness, Positive for those who engage

Copy Examples

• •Meet the Wellington Tote. More than just a bag, it's a companion crafted by hand in our Ottawa workshop from rich, North American bridle leather and sturdy canvas. Designed for your everyday, built to last a lifetime. Timeless function, enduring style.
• •Wilboro began with a simple idea: create honest, durable goods that get better with age. From my hands to yours, each stitch is a commitment to quality and timeless design. This isn't fast fashion; it's lasting craftsmanship.
• •Taking the [Product Name] through its paces. We believe in creating pieces that seamlessly blend into your life, offering both rugged utility and quiet elegance. Handcrafted in Ottawa, because how it's made matters. #Wilboro #HandmadeLeather #CanadianCraft #BuiltToLast
• •From the workshop this week: a fresh batch of our [Product Name], ready to embark on new adventures. Discover the difference that superior materials and dedicated craftsmanship make. Explore the collection.
• •At Wilboro, it's personal. I'm Will, and I design and handcraft every piece that leaves my Ottawa workshop. My focus is on timeless utility, using the finest leathers and canvas to create goods that are as durable as they are stylish. This is slow craft for a fast world.