Brand Tone

Artistic, Personal, and Sophisticated

Brand Values

• •Artistic Integrity
• •Celebration of Heritage
• •Craftsmanship and Quality
• •Storytelling
• •Conscious Consumption

Best Practices

• •Lead with the "Why": Always start with the story or inspiration behind the product. Instead of listing features first (e.g., "durable tray"), begin with the artistic narrative (e.g., "Inspired by the patterns of..."). This reinforces the "Artistic" and "Storytelling" values.
• •Create a Brand Lexicon: Develop a list of on-brand words (e.g., artistry, handcrafted, narrative, functional art, curated, heritage, expression, sophisticated) and words to avoid (e.g., cheap, discount, sale, trendy, fast). Use this lexicon across all platforms to maintain a consistent voice.
• •Maintain the Founder's Voice: Consistently channel Sonal Singh's personal, artistic perspective. Use "I" or "we" in a way that feels authentic to an artist sharing their work. For instance, "When I designed this piece, I wanted to capture..." This strengthens the "Personal" tone of the brand.
• •Educate, Don't Just Sell: Use copy to educate the audience about the craft, the materials, and the design process. This elevates the perception of the product from a simple commodity to a piece of valued craftsmanship, justifying its premium positioning.
• •Ensure Visual and Textual Harmony: The clean, sophisticated visual identity must be matched by the copy. Use clear, concise, and elegant language. Avoid slang, overly casual phrasing, or aggressive sales tactics. The copy should be as thoughtfully composed as the product photography.

Social Perception

The brand is perceived positively, aligning with its intended positioning as a niche and premium art-led design entity. It garners positive customer engagement due to its unique, aesthetic products and benefits from the artist's credibility.

Copy Examples

• •The Art of Arrival. More than a tray, it's the first hello to your guests. Our new 'Marigold' serveware is where vibrant art meets warm hospitality. Each piece is handcrafted, carrying the story of its creation from our studio to your home. Make every welcome a masterpiece. #BySonalSingh #FunctionalArt #CasaSonalSingh #ArtForEveryday
• •The Riverbend - Fluid Forms in Metal Inspired by the gentle, meandering path of a river, this sculptural piece captures a moment of tranquil flow. Hand-forged by our master artisans, the 'Riverbend' wall art brings a sense of calm and sophisticated movement to any space. Its polished surfaces reflect light beautifully, creating a dynamic interplay of shadow and brilliance throughout the day. Let it be the story your walls tell.
• •Your Home is a Canvas. Decorate it with Art. Stop just filling your space. Start curating it. By Sonal Singh offers functional art for everyday living—from stunning wall décor to handcrafted serveware that tells a story. Discover unique, artist-designed pieces that transform your house into a home. Shop the collection now and receive 10% off your first order. Call to Action: Shop Now
• •Subject: Inside the Studio: A Story of Colour and Craft Preview Text: Go behind the scenes of our latest collection.
• •Headline: Where Every Object Has a Soul. Sub-headline: Discover handcrafted décor and serveware, designed by artist Sonal Singh to bring stories and artistry into your daily life.