Brand Tone

Accessible Artisan, Appreciative and Passionate, Transparent and Honest, Value-Oriented and Smart, Encouraging and Enthusiastic

Brand Values

• •Authenticity
• •Craftsmanship
• •Value
• •Heritage
• •Quality

Best Practices

• •Lead with Authenticity, Follow with Value: Always start by highlighting the heritage, the artisan craftsmanship, and the Italian origin. Then, introduce the outlet aspect as the smart, value-driven reason to buy.
• •Use Passionate, Evocative Language: Employ sensory words. Instead of "nice mug," use "Wrap your hands around the warm glow of a traditional Deruta mug." This romance-the-product approach connects customers to the art.
• •Be Explicitly Transparent: Always be clear about why a product is on outlet. Use the terms "Clearance" and "Second Quality" consistently and explain what they mean. This builds trust and manages expectations.
• •Emphasize "Usable Art": Frame the products not as delicate museum pieces, but as beautiful objects meant to be used and enjoyed every day. This makes the purchase feel both practical and special.
• •Maintain a Confident, Not Apologetic, Tone: Never sound sorry that a piece is a "second." Frame the minor flaws as unique characteristics or "quirks" that make the piece accessible. The tone should be proud of the craftsmanship and excited about the value offered.

Social Perception

The public and customers generally perceive Deruta Outlet positively, viewing it as a legitimate source for authentic Italian pottery at a fair price. The association with the main brand, Artistica, lends it credibility and a reputation for quality. Customers who purchase "second quality" items often express satisfaction, frequently mentioning that the described flaws are minimal and do not detract from the beauty or function of the piece. The brand is seen as a smart way to acquire luxurious, handcrafted home goods that would otherwise be much more expensive. The primary appeal lies in the "treasure hunt" aspect—finding a unique, beautiful piece with a slight imperfection that makes it affordable.

Copy Examples

• •Headline: The Art of Italy, Smartly Priced. Body: Why should timeless beauty be out of reach? Our "Second Quality" Ricco Deruta serving bowls feature the same masterful hand-painting as our main collection, with minor cosmetic flaws you'll barely notice. Perfect for your pasta nights, priced for your peace of mind. Own a piece of tradition.
• •Headline: Your Morning Coffee, Wrapped in Umbrian Sunshine. Body: Experience the warm glow of a hand-painted Deruta mug. Crafted by master artisans in Italy, our outlet mugs bring centuries of tradition to your table. They might have a tiny, unique quirk—that's why they're here. Start your day with art.
• •Headline: Perfectly Imperfect. Perfectly Affordable. Body: At Deruta Outlet, we celebrate the human touch. That's why we offer our "Second Quality" ceramics—authentic pieces with slight variations in color or glazing. They're safe, stunning, and up to 80% off. It's character you can afford.
• •Headline: Set a Table That Tells a Story. Body: Each of our dinnerware pieces is hand-decorated by artists in Deruta, Italy. Our outlet collection features retired designs and "seconds" that are too beautiful to keep hidden. Build an heirloom-quality collection, one smart purchase at a time.
• •Headline: From a Master's Hand to Your Home. Body: We believe everyone deserves to live with art. Deruta Outlet makes it possible, offering authentic, hand-painted Italian pottery from our exclusive workshops at a fraction of the cost. These are the pieces you'll cherish for a lifetime.