A former colleague of mine recommended that the CEO of Thread & Tonic reach out to me, as he was looking for brand strategy support for his new venture. As descendants of a family business in leather production, he and his sister had noticed a gap in the market for a brand that created highly functional yet luxurious products that fused top-quality engineering methods with eco-practices, and they were looking for insight to bring the brand to market. The name reflected this fusion, 'Thread' relating to the exceptional craftsmanship, and 'Tonic' relating to the product creation being in harmony with the environment. 

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We began by reviewing what would set this brand apart from the competition, and immediately honed in on their greatest strength - their inimitable experience within leather development - and how we could harness this. The duo had developed a leather production process that was wholly unique, without the use of chroming or any other harmful manufacturing processes, and this exemplary approach deserved to be centre stage. I suggested they coin a name that could be trademarked to reflect this, and suggested the name 'Pure' Leather, as it was the purest form of leather on the market. 

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The founders approached a trademarking lawyer who agreed that the name could be trademarked in this context, and the name was set. We then discussed how the craftsmanship was designed to last, and ultimately concluded that a lifetime warranty, would also solidify the brands intentions, in the mind of the user. The founders then worked tirelessly to ensure they could meet this expectation, while keeping the business commercially-viable long-term.

 

From this jumping off point, we then reviewed strategies for telling the story behind this intelligent brand and I provided authentic and aspirational copy that highlighted their determination to make a positive impact, without sacrificing style, in line with their audiences priorities. 

 

This strategy remains at the heart of the Thread & Tonic brand, and they continue to dominate this market space as a highly inspiring brand that many others look to emulate.