Brand Tone

Mindful, Passionate, and Authentic.

Brand Values

• •Sustainability
• •Craftsmanship & Quality
• •Authenticity & Storytelling
• •Community & Connection
• •Simplicity & Timeless Design

Best Practices

• •Lead with the "Why." Always connect the product back to the core values. Whether it's a social media post or product description, start with the story of sustainability, Portuguese inspiration, or the beauty of imperfection. This reinforces the brand's purpose beyond just selling goods.
• •Use "Personal & Passionate" Language. Write in the first person ("we," "our") when telling the brand's story to maintain the personal connection established by the founders. Use emotive and descriptive words that convey a passion for the craft (e.g., "treasure," "love," "soul," "journey").
• •Embrace "Perfectly Imperfect." Consistently use this phrase and similar concepts ("second chance," "unique quirks," "one-of-a-kind") to frame the products. This turns a potential negative (a flaw) into a celebrated positive, which is the unique selling proposition of the brand.
• •Educate, Don't Just Sell. A significant part of the brand's appeal is its mission. Use copy to briefly educate the audience about the problem of overproduction and how their purchase provides a solution. This builds a community of conscious consumers who feel good about their support.
• •Maintain a Warm and Welcoming Voice. The social perception is heavily influenced by the owners' friendliness. This should translate into all digital communication. Respond to comments and inquiries with warmth and authenticity. Use inviting language like "Come say hello" or "Join our story" to foster a sense of community.

Social Perception

Fabeltisch Keramikladen is perceived overwhelmingly positively by its customers and the public. It is frequently mentioned as a "sweet little ceramic shop" and a must-visit destination in Graz, Austria. Customers clearly understand and appreciate the brand's sustainability mission. They value the opportunity to buy beautiful, one-of-a-kind pieces at fair prices, many of which are sold by weight. The concept of "perfectly imperfect" resonates strongly, with many noting that the flaws are what give the items character. The ceramics are praised for their beauty, quality, and simple, elegant designs. The brand has successfully positioned its rescued items not as "damaged goods" but as unique, desirable products.

Copy Examples

• •Beauty in the imperfect. ✨ Our latest journey to Portugal brought back these perfectly imperfect treasures. Each plate and bowl was destined for a landfill due to tiny quirks—a splash of glaze here, a unique curve there. We see these not as flaws, but as stories. Give a second chance to a piece that’s truly one-of-a-kind. Available now in our Graz store, sold by weight. #Fabeltisch #SecondChanceCeramics #SustainableLiving
• •From Portugal, with love. The "Lilás" Collection has arrived. Inspired by the vibrant jacaranda blossoms of Lisbon, our new Lilás collection is a story we’ve been waiting to tell. Crafted by our artisan partners in Portugal, each piece carries the warmth of the sun and the soul of its maker. Discover the collection that brought Fabeltisch to life. #Fabeltisch #PortugueseCeramics #HandmadeHome
• •Your table can tell a sustainable story. Did you know that tons of high-quality ceramics are discarded every year due to overproduction? At Fabeltisch, we’re changing that narrative. We rescue beautiful, unused pottery, give it a little care, and find it a loving home. Choose tableware that’s kind to our planet. #FabeltischKeramik #ReduceWaste #EcoFriendlyHome
• •Product Name: Meeresblau Bowl - Perfectly Imperfect Description: Dive into the deep blue of the Atlantic. This bowl was selected from an overproduction batch at one of our partner potteries in Portugal. It may feature a minor variation in glaze or shape, a small mark of its unique journey to our shop. Hand-finished in Graz, it’s perfectly imperfect and ready for your morning muesli or evening soup. By choosing this piece, you’re helping us reduce waste, one beautiful bowl at a time.
• •Subject: More than just a shop... Body: Hi [Customer Name], When we (Natasa and Niko) started Fabeltisch, it was about more than just ceramics. It was about bringing a piece of our beloved Portugal to Graz and a belief that nothing beautiful should go to waste. Every "Fabelfisch" piece you buy by weight, every handcrafted tile you choose—it all supports this dream. Thank you for being part of our story. Come say hello this week!