Brand Tone

Artisanal, Calm, and Passionate. Emphasizes handmade nature, uniqueness, high craftsmanship, serene and grounded voice, and a direct, authentic, approachable, warm, and personal connection from the creator.

Brand Values

• •Craftsmanship
• •Authenticity
• •Simplicity & Nature
• •Community

Best Practices

• •Lead with "Why," not just "What": Always connect the product back to its inspiration or the feeling it's meant to evoke. Instead of "Grey mug for sale," use "A misty grey mug, inspired by quiet lakeside mornings."
• •Use Sensory Language: Incorporate words that describe touch, sight, and emotion. Phrases like "feels like holding," "soft glaze," "earthy clay," and "calm" make the product more tangible and desirable.
• •Maintain a Personal Voice: Continue to use "I" and "my" to share your personal story and process. This reinforces the authentic, one-person-shop value and builds a stronger connection than corporate-sounding language.
• •Emphasize the Unique, Small-Batch Nature: Regularly use terms like "one-of-a-kind," "small batch," "limited," and "handmade" to reinforce scarcity and craftsmanship, which are key value propositions.
• •Keep it Calm and Concise: The writing style should mirror the minimalist aesthetic. Use clear, simple sentences. Avoid overly energetic or salesy language, which would clash with the brand's calm and natural tone. Let the passion for the craft shine through in sincerity, not hype.

Social Perception

The brand is perceived as high quality, desirable, and art-focused, seen more as an artist's portfolio than just a store. Followers are appreciative and engaged, fostering a strong personal connection with the potter, which enhances the value of their purchases.

Copy Examples

• •Slow mornings, made better. Introducing the new 'Muskoka' mug, inspired by the quiet calm of a lakeside dawn. Each one is thrown by hand and glazed in a soft, misty grey that feels like holding a moment of peace. Available in the next shop update this Friday. I can wait for them to find their new homes. #KarinaKrafts #HandmadePottery #SlowLiving #CeramicMug #MadeInCanada
• •**The Forest Floor Bowl** Hand-thrown with earthy, speckled clay, this bowl is a small piece of the Canadian wilderness for your table. Its wide, shallow form is perfect for everything from morning oatmeal to evening ramen. The unique moss-green glaze pools differently on each piece, ensuring that yours is one-of-a-kind. Dimensions: Approx. 7" W x 2.5" H. Food, dishwasher, and microwave safe. Handle with care.
• •Karina | Canadian Potter Handcrafted ceramics inspired by nature. Small batch, unique pieces for your home. Next Shop Update: June 28th at 7 PM EST
• •Subject: A little something from my kiln to your kitchen
• •From my hands to your home. My name is Karina, and I'm the potter behind Karina Krafts. From my small studio, I transform simple clay into functional, beautiful pieces that aim to bring a sense of calm and connection into your daily rituals. Every item is a labour of love, inspired by the quiet beauty of the world outside my door.