We think these people exemplify the trend of the neocraftsman and the way they tell their stories. From handcrafted axes to chocolate to vodka, all of these neocraftsman are creating a new way to look at “premium products” through their transparent process, their love of the craft, and what their product represents.

Conventional wisdom on marketing preaches clear, simple messaging that is directed at a large audience and is accessible to as many people as possible. However, if you want to position a product as premium, you need to use more complex messaging that will demand more of the consumer.

For the neocraftsman, the process behind their product is what makes it exclusive, meaningful, and ultimately of high value.