Brand Tone

Elegant Casual

Brand Values

• •Artisan Craftsmanship & Quality
• •Inspired by Nature & Location
• •Functionality & Everyday Use
• •Beauty & Aesthetics
• •Passion & Heritage

Best Practices

• •Develop a Brand Voice Guide: Clearly document the "Elegant Casual" and "Nature-Inspired" tone, key vocabulary (e.g., "artisan," "inspired," "serene," "durable elegance"), and phrases to avoid. Ensure all writers and marketers have access to this.
• •Storytelling Rooted in Origin: Consistently weave in the inspiration from Carmel, the California coast, and the founder's passion. Use descriptive language that evokes the natural beauty and relaxed sophistication of the region.
• •Highlight Craftsmanship and Quality: Emphasize the artisanal aspects, the quality of the stoneware (often from Portugal), and the unique glazes in product descriptions and communications, reinforcing the value behind the elegance.
• •Visual Consistency: Ensure that photography and visual content on the website and social media align with the "Elegant Casual" and "Nature-Inspired" tone. Think natural light, settings that evoke a relaxed yet sophisticated home environment, and close-ups that showcase the texture and artistry of the ceramics.
• •Customer Interaction Language: In customer service responses, social media comments, and all direct communications, maintain a warm, approachable, yet refined tone. Reflect the "loving care" that goes into the products in how the brand interacts with its audience.

Social Perception

Positive Regard for Aesthetics and Quality

Copy Examples

• •Carmel Ceramica: Where Coastal Charm Meets Everyday Elegance. Inspired by the breathtaking vistas of Carmel, California, our artisan-crafted stoneware brings a touch of relaxed sophistication to your table. Discover pieces designed with passion and made for life.
• •Let the organic beauty of our Cypress Grove collection transport you to the serene California coast. Each plate, with its unique reactive glaze, mirrors the shifting blues and earthy browns of a windswept shore – a durable masterpiece for your daily rituals.
• •Morning light, a warm drink, and the gentle beauty of our Lily Valley mug. Crafted with care in Portugal, its soft, timeless glaze brings a quiet joy to the start of your day. How do you begin yours? #CarmelCeramica #CasualElegance #MorningRitual
• •Bring Home the Art of Carmel Living. Dear [Customer Name], Embrace the art of unhurried moments with tableware that speaks of sun-drenched coasts and artisanal care. Explore our new arrivals, designed to make every meal a quiet celebration.
• •From a passion for ceramics sparked in a Carmel barn studio to tables around the world, Carmel Ceramica is a story of artistry meeting everyday life. We believe in pieces that are as functional as they are beautiful, each telling a tale of coastal inspiration.