Brand Tone

authentic, personal, and grounded

Brand Values

• •Artisanal Craftsmanship
• •Functionality and Beauty
• •Authenticity
• •Accessibility

Best Practices

• •Lead with the 'Why': Always connect the product back to the passion and purpose behind it. Use phrases that reflect joy, grounding, and the love of the craft.
• •Use 'I' and 'My' to Maintain a Personal Voice: Continue writing from Emma's first-person perspective. This reinforces the direct connection between the creator and the customer and maintains authenticity.
• •Emphasize the Handmade Process: Regularly mention that items are "handmade," "hand-glazed," or "made in small batches." This highlights the core value of craftsmanship and distinguishes the brand from larger competitors.
• •Balance Beauty with Function: In all descriptions, speak to both the aesthetic appeal and the practical use of the item. For example, "A beautiful centerpiece for your table and perfectly shaped for serving your favorite salad."
• •Keep it Simple and Sincere: Avoid corporate jargon or overly polished marketing language. The brand's strength lies in its grounded and honest tone. The language should feel as natural and earthy as the clay itself.

Social Perception

A trustworthy, high-quality, small, independent artisan business appealing to those who value supporting individual creators and unique, handcrafted items, with a whimsical and charming character.

Copy Examples

• •Crafted for your morning ritual. This mug isn't just for coffee; it's a piece of the quiet joy I find at the potter's wheel. Each one is shaped and glazed by hand, designed to feel just right as you hold it. May it bring a grounding moment to your busy day.
• •More Than Clay. Emma Cranston Pottery is where function meets art in pieces made for your daily life. Discover handcrafted pottery, made with joy, just for you.
• •From my hands to your home. I’m Emma, a potter dedicated to creating beautiful, functional pieces that feel like they've always belonged. Every item is a part of my story, and I’m so happy to share it with you.
• •Hello from the studio, a place where clay, water, and a bit of patience become your next favorite piece. This month, I’ve been working on a new collection inspired by the changing seasons. I can't wait for you to see it.
• •Introducing the Spring Collection. Inspired by early blooms and sunny mornings, each piece is designed to bring a little bit of that fresh energy into your home. Handmade, small-batch, and ready to be part of your everyday story.