Brand Tone

Artisanal & Passionate, Quality-Driven & Professional, Community-Oriented & Ethical, Collaborative & Appreciative, Understated & Elegant, Approachable & Authentic

Brand Values

• •Craftsmanship & Quality
• •Community & Local Impact
• •Collaboration
• •Durability & Timeless Design
• •Ethical Manufacturing
• •Art & Materiality
• •Functionality & Versatility

Best Practices

• •Emphasize Craft and Origin: Always highlight the handmade in Philadelphia aspect and the skill of the artisans. This reinforces authenticity and quality.
• •Speak with Passion and Purpose: Convey a genuine love for ceramics, design, and the community. Explain the why behind the brand, referencing its artistic inspiration (Joseph Beuys) and commitment to lasting quality.
• •Maintain a Balance of Elegance and Approachability: Use clear, descriptive language that speaks to both professional chefs and home cooks. Avoid overly technical jargon unless explaining a specific benefit (e.g., high-firing for durability).
• •Showcase Collaboration and Community: Regularly feature collaborations with chefs, designers, and stories from the studio that highlight the team and the positive impact on the local area. This builds a narrative beyond just the products.
• •Be Consistent Across All Channels: Ensure that the language, visuals, and values presented on the website, social media, email marketing, and any press materials are aligned. Create brand voice guidelines for all team members who create content.

Social Perception

Positive (Customers & Collaborators), Respected in Craft/Design Community, Growing Brand Awareness, Concerns (Employee Reviews), Associated with Quality and Artistry

Copy Examples

• •Image: Close-up of a textured Felt+Fat plate with a beautifully plated dish. Copy: "From our Philadelphia studio to your table, every curve and glaze tells a story of craft. Designed with passion, made to last. What moments will you create? #FeltAndFat #HandmadeCeramics #PhillyMade #ArtOfPlating #Tableware"
• •Felt+Fat: Chef-Driven Ceramics. Enduring Quality. Crafted in Philadelphia.
• •Inspired by Process: Discover the New Collection from Felt+Fat.
• •Our Everyday Plate isn't just dinnerware; it's a testament to American craftsmanship. Born from collaboration with chefs and brought to life by our dedicated Philadelphia artisans, it’s designed for a lifetime of shared meals and cherished moments.
• •At Felt+Fat, we believe in the power of making. In our Kensington studio, we’re not just shaping clay; we’re building community, fostering local talent, and reviving American ceramic manufacturing one thoughtful piece at a time.