Brand Tone

heartfelt, passionate, and creative; personal and emotive; encouraging and inspiring, often using first-person perspective.

Brand Values

• •Authenticity
• •Passion & Soul
• •Creativity & Self-Expression
• •Tradition & Heritage
• •Sustainability

Best Practices

• •Always Write from the Heart: Continue using the first-person narrative ('I,' 'we,' 'my dream'). This maintains the personal connection that is central to the brand.
• •Incorporate the 'Almar' Story: Regularly weave the brand's name origin (Alma + Mar) and the founder's story into communications. This reinforces the core values and makes the brand more memorable.
• •Use Emotive and Sensory Language: Continue using words like 'soul,' 'love,' 'passion,' 'dream,' 'adventure,' 'warmth,' and 'slow mornings.' Describe the feel of the clay and the look of the glazes to engage the senses.
• •Highlight the Human Element: Showcase the hands-on process, the studio environment, and the people behind the brand (the founder, her grandmother's inspiration). This reinforces the value of authenticity and handmade quality.
• •Foster a Community Dialogue: Continue to ask questions in captions and respond to comments personally. Frame the brand not just as a seller of goods, but as the center of a community of art lovers and creative individuals.

Social Perception

Overwhelmingly positive; perceived as authentic, inspiring, and producing beautiful and unique pieces. Workshops are seen as intimate, creative, and welcoming experiences, solidifying its image as a noteworthy Portuguese artisanal brand.

Copy Examples

• •Introducing the 'Saudade' Collection. Each piece is a memory, a whisper of the sea, a touch of soul. Handcrafted to bring the warmth of Portuguese shores into your home. Discover the story behind each creation on our website. #AlmarCeramica #HandmadeWithSoul #Ceramics
• •Give wings to your imagination. Our ceramic workshops are back. In a small, intimate group, we'll guide you in creating your very own piece of art. No experience needed, just a desire to create and get your hands dirty. Come share a morning of smiles and creativity with us. Book your spot via the link in our bio. #AlmarWorkshops #CeramicArt #LisbonCreatives
• •More than just a mug, the Bloomy Mug is a daily reminder to find joy in the little moments. Inspired by spring mornings in Sesimbra, each floral detail is carefully handcrafted, making every piece uniquely yours. Let it be part of your slow mornings and coffee-filled adventures. #MorningRituals #AlmarHome
• •(Video shows hands shaping clay, then painting details, then the final product) Voiceover: They say it's just clay. But for me, it's a piece of my soul (Alma) and a memory of the sea (Mar). It's the biggest adventure of my life, and I'm so grateful to share it with you. #SmallBusinessJourney #PotteryLove #MadeInPortugal
• •It started with a challenge from my grandmother: 'Why don't you create your own brand?' That's how Almar was born—from family, passion, and a love for the sea. Every piece we create carries that story. Support a dream, and bring a piece of our soul into your home. Shop Almar Cerâmica. #BrandStory #FemaleFounder #PortugueseCraft