Brand Tone

Authentic, serene, encouraging, welcoming, inspiring, non-intimidating, and passionate.

Brand Values

• •Craftsmanship
• •Creativity
• •Community
• •Authenticity
• •Simplicity

Best Practices

• •Embrace "Wabi-Sabi": Consistently use language that celebrates the beauty of imperfection, the uniqueness of each piece, and the organic nature of the creative process.
• •Focus on the Sensory Experience: Use descriptive words that evoke the feeling of clay, the warmth of the studio, and the satisfaction of creating something by hand.
• •Maintain a Welcoming and Encouraging Tone: Ensure that all copy, from social media captions to website text, is inclusive and makes creativity feel accessible to everyone.
• •Tell the Story: Weave the founder's passion and the brand's origin story into the narrative whenever possible to build a personal connection with the audience.
• •Keep it Simple and Elegant: The language should mirror the brand's minimalist aesthetic—clear, concise, and focused on quality and authenticity.

Social Perception

A niche, high-quality artisan studio offering authentic creative experiences, perceived as exclusive, high-quality, and deeply rooted in Reykjavík's local creative scene.

Copy Examples

• •Discover the quiet joy of shaping clay with your own hands. Our beginner's workshop is a space for curiosity and creation, no experience needed. Join us and find your rhythm. #KleiAtelier #CeramicsWorkshop #ReykjavikCreative
• •Elevate your daily ritual. Our new collection of handcrafted mugs is a celebration of simple, functional beauty. Each piece is unique, a testament to the art of the imperfect. #HandmadeCeramics #KleiAtelier
• •The magical final touch. Each glaze is chosen to bring out the unique character of the clay. A slow process for a timeless result. #PotteryLife #CeramicArt #Klei
• •Remember the feeling of the wheel? We're introducing an advanced throwing course for those ready to deepen their practice. Reconnect with the clay and refine your skills. Limited spots available.
• •Klei Atelier: A space to create. A community to share. Discover the art of ceramics in the heart of Reykjavík. Workshops for all levels.