Brand Tone

inspirational, serene, and authentic

Brand Values

• •Craftsmanship & Quality
• •Timeless Design
• •Mindful & Slow Living
• •Authenticity & Storytelling
• •Natural & Sustainable Materials

Best Practices

• •Lead with Feeling, Not Features
• •Embrace Storytelling
• •Use a Warm and Serene Vocabulary
• •Maintain Visual and Verbal Consistency
• •Engage with Thoughtful Questions

Social Perception

CLAY is perceived by the public and its customers as a sophisticated and trustworthy brand that offers high-quality, aesthetically pleasing products. Customers see it as more than just a store; it's a lifestyle brand that curates a specific, desirable aesthetic of modern, earthy minimalism. The brand is associated with a sense of calm, quality, and intentional living. The focus on artisan stories and craftsmanship resonates well with consumers looking for unique and meaningful items for their homes.

Copy Examples

• •Morning rituals, made warmer. Our new artisan-crafted mugs are a reminder to start your day with intention. Each piece is shaped by hand, telling a story of its own. Find a moment of calm in the everyday. #CLAYlifestyle #SlowLiving #HandmadeHome
• •Transform your bedroom into a sanctuary. Our pure linen bedding is designed for comfort and tranquility, getting softer with every wash. Experience the simple luxury of natural materials. Shop the collection now and sleep in serenity. #CLAYHome #NaturalLiving #BedroomGoals
• •Crafted from sustainably sourced acacia wood, our Artisan Serving Board brings a touch of nature to your table. Its organic shape and unique grain mean no two pieces are exactly alike. Perfect for sharing everything from morning pastries to evening charcuterie, it’s not just a serving piece—it’s the start of a new tradition.
• •Inside CLAY: Stories of Craft & Our Newest Arrivals - This week, we journey to the studio of the artisans behind our beloved ceramic collection and introduce new, timeless pieces designed to bring warmth and character to your space. Discover the stories woven into every thread and shaped into every vessel.
• •Curate a space that tells your story. Our collection of minimalist and modern home decor is designed to mix, match, and grow with you. Discover timeless pieces that make a house a home. | Home Decor Inspiration | Minimalist Design | CLAY Lifestyle