Brand Tone

Artistic & Expressive, Handcrafted & Authentic, Innovative & Confident, Playful yet Sophisticated, Knowledgeable & Passionate

Brand Values

• •Artistry & Craftsmanship
• •Innovation & Uniqueness
• •Quality & Material Integrity
• •Authenticity & Transparency
• •Canadian Made & Ethical Production
• •Collaboration

Best Practices

• •Embrace Imperfection as Perfection: Consistently highlight the unique, handmade nature of each piece. Use language that celebrates the variations and artifacts as marks of authenticity, not flaws.
• •Speak with Artistic Confidence: Don't shy away from bold statements about the uniqueness and quality of the work, especially the Oraclec pattern. Use evocative, descriptive language that reflects the artistry.
• •Educate with Passion: Share insights into the material, the process (without giving away trade secrets), and the Canadian sourcing. Let the passion for concrete and craftsmanship shine through.
• •Maintain a Playful Edge against the Conventional: Subtly reinforce the Concrete doesn't have to be Brutalist! ethos. Juxtapose the perceived coldness of concrete with the vibrancy and warmth of the actual products.
• •Be Direct and Transparent, Especially with Expectations: Clearly communicate what it means to own a handmade concrete piece – its durability, its need for care, and how it will evolve over time. This builds trust and aligns with the brand's honesty.

Social Perception

Artistic & High-Quality, Innovative & Distinctive, Niche & Cult Following, Material Elevators

Copy Examples

• •Behold the Oraclec Ashtray. Born from a violent ballet of pigment and form, each piece is a unique universe, handcrafted by us in our Montreal studio. No two are ever the same – just like the moments it will hold. Concrete, but not as you know it. #ConcreteCat #HandmadeRevolution #OraclePattern
• •We are Shawna and Matt. For over 15 years, our four hands have mixed, poured, and patterned every Concrete Cat creation. We believe in the human touch, in the soul of the handmade, and in concrete's infinite possibility. It's not just an object; it's a piece of our story, made for yours.
• •Get lost in the landscape of our concrete. Those tiny voids and subtle shifts in pattern? They're not flaws; they're fingerprints of the process, a testament to the real rock, sand, and Canadian spirit poured into every piece. Embrace the perfectly imperfect. #ConcreteArt #MadeInCanada #Texture
• •Forget Grey: Discover Concrete That Dares to Dazzle.
• •More than furniture, it’s a statement. Our [Table Name] in the signature Oraclec pattern commands attention, blending raw materiality with otherworldly color. Designed to last lifetimes and spark conversations. Ethically made, entirely by hand, in Canada – because true art is built on integrity.