Brand Tone

Appreciative & Educated

Brand Values

• •Artisanship & Authenticity
• •Bridging Tradition and Modernity
• •Enriching Daily Life
• •Curated Quality
• •Connection

Best Practices

• •Lead with the Maker: Always start with the artist or the region. Center the narrative on the human element and the provenance of the piece. This reinforces the value of artisanship.
• •Use Sensory and Emotive Language: Instead of just describing dimensions, talk about how a piece feels. Use words like 'warmth,' 'balance,' 'calm,' 'texture,' and 'spirit.' This aligns with the value of enriching daily life.
• •Educate, Don't Just Announce: When launching new products, provide context. Explain the type of pottery, the technique used, or its historical significance. This maintains the 'Appreciative & Educated' tone.
• •Maintain Visual and Verbal Harmony: Ensure the clean, warm, and natural aesthetic of the photography is matched by copy that is equally uncluttered, thoughtful, and refined. Avoid aggressive sales language, exclamation points, or time-pressure tactics.
• •Tell a Story in Every Post: Whether it's a short Instagram caption or a detailed blog post, frame the content as a story. It could be the story of the piece's creation, its intended use, or how it connects to a broader cultural concept. This consistently reinforces the brand's core identity as a storyteller and curator.

Social Perception

Premium, trustworthy, and specialized online gallery; seen as a connoisseur's resource for authentic, high-quality Japanese pottery and an authority that educates its audience.

Copy Examples

• •From the hands of Master Ishii, this cup carries the warmth of the Seto kilns. Notice the subtle crackle in the glaze—a universe of detail in your palm. It’s more than a cup; it’s a morning ritual, a quiet moment, a connection to an art form centuries in the making. #Kamatotsuchi #JapanesePottery #ArtOfLife
• •The Story in the Clay. We believe every piece has a soul, imparted by the artist who shaped it. Discover the makers behind the collection, and understand the passion, tradition, and inspiration that turn earth into art.
• •For the Love of ‘Utsuwa’: New Arrivals from Hasami
• •Elevate your table. A meal served on handmade 'utsuwa' (tableware) doesn't just taste better—it feels different. Discover our curated collection of plates and bowls that turn every dinner into a deliberate act of beauty. #DiningAsArt #Kamatotsuchi
• •The Quiet Beauty of Irregularity: Understanding 'Wabi-Sabi' in Your Tableware