Brand Tone

Artisanal & Educated, Quiet & Contemplative, Personal & Rooted, Elegant & Minimalist

Brand Values

• •Tradition & Craftsmanship
• •Functionality & Utility
• •Sustainability & Natural Materials
• •Global & Cultural Curiosity
• •Integrity & Patience

Best Practices

• •Lead with the Why : The Story of the Craft. Always connect the product back to its origins—the apprenticeship, the inspiration from historical pottery, the sustainable design philosophy. The story is the value.
• •Use a Quiet, Confident Vocabulary. Employ specific, knowledgeable terms (e.g., stoneware, wheel-thrown, reduction firing ) without over-explaining. This trusts the audience s intelligence and reinforces the brand s expertise.
• •Emphasize a Sensory and Tactile Experience. Use descriptive words that evoke touch, weight, and presence. Phrases like sit comfortably in your hands, quiet poise, and sanded and buffed connect the digital copy to the physical object.
• •Focus on Function and Form . These two words are central to the brand s philosophy. Consistently reference the balance between the object s beauty (form) and its everyday usefulness (function).
• •Maintain a Minimalist Aesthetic in Language. Avoid hyperbole, exclamation points, and urgent calls-to-action ( Buy Now!, Limited Time! ). The tone should be as calm, elegant, and considered as the ceramics themselves. Let the quality of the work create the desire.

Social Perception

Highly Respected & Masterful, Authentic & Story-Driven, High-Quality & Artistic, Quiet & Understated

Copy Examples

• •Crafted for the quiet moments of your daily ritual. Our stoneware mugs are wheel-thrown to sit comfortably in your hands, grounding your day in the simple elegance of functional form. Each piece is a testament to a slow, thoughtful process, designed not just for use, but for a lifetime of daily human interaction.
• •Exploring the quiet balance between strength and relaxation. This individual bottle, with its gentle silhouette, is a conversation on form, surface, and light. Forged from Cornish stoneware and fired in our Herefordshire studio, it is made to bring a sense of poised presence to your space.
• •My practice is rooted in a deep respect for pre-industrial craft. After a four-year apprenticeship with a master potter, my work has become a journey to find a personal aesthetic—one that offers a rich but gentle addition to the home. It s a process of patience, where a piece is often lived with for a year before I feel it is ready to share.
• •From the studio: New forms rooted in tradition.
• •We are pleased to announce a new collection by Isatu Hyde, where functional ware and sculptural forms meet. Inspired by the legacy of West African pottery and the minimalism of Neolithic craft, each piece is a quiet exploration of heritage and a testament to the beauty of utility.