Brand Tone

laid-back, nostalgic, and witty

Brand Values

• •Craftsmanship and Quality
• •Comfort and Accessibility
• •Nostalgia and Authenticity
• •Creativity and Wit

Best Practices

• •Lead with Wit: Start with a playful or clever line before getting to the product details. The brand's personality is its hook.
• •Juxtapose High and Low: Pair sophisticated design terms ("slipcast porcelain," "woodfired") with casual, everyday language ("chill," "lazy Sunday"). This reflects the founders' own blend of expert skill and relatable personality.
• •Tell the Story: Briefly mention the "who" and "how." Phrases like "handcrafted in our studio" or "dreamed up by Maggie and Ed" reinforce the personal, artisanal nature of the brand.
• •Embrace Nostalgia: Use language that evokes simple, pleasant memories and feelings. "Lazy Sunday," "hint of nostalgia," and "comfort" are key phrases to weave into the copy.
• •Keep it Confident but Humble: Be proud of the technical skill involved in the products, but undercut it with a touch of self-aware humor. The "it's not just a joke; it's a masterpiece" line is a perfect example of this balance.

Social Perception

Fritz & Arlo is perceived as an artisanal, niche brand with a distinct personality, positioned in the premium, independent maker space. The founders' professional backgrounds combined with their quirky descriptions project an image of skilled professionals who are also approachable and relatable. Their online presence emphasizes the aesthetic and design-led nature of the brand.

Copy Examples

• •Looks like last night's party, feels like a work of art. Our slipcast porcelain 'multi-use' can. It’s technically impressive, we swear. Perfect for a single stem or just looking cool on your shelf. #FritzAndArlo #HandmadeCeramics #NotBeer
• •Comfortable spaces for regular people. And some really nice vases. Explore handmade ceramics from Fritz & Arlo.
• •Handcrafted in our Western PA studio, this piece has been woodfired for that one-of-a-kind finish. It’s perfect for holding flowers, pens, or just your gaze. We’re all about that lazy Sunday feeling, and this vase is it in ceramic form.
• •We're Maggie and Ed. An industrial designer with a thing for spoons and an engineer who loves the details everyone else hates. Together, we're Fritz & Arlo, and we make things to bring a little more chill to your space.
• •Fresh from the kiln & our digital yard sale.