Brand Tone

Nurturing, Calm, Encouraging, Aspirational, and Accessible

Brand Values

• •Creativity & Self-Expression
• •Mindfulness & Well-being
• •Inclusivity & Community
• •Quality & Aesthetics
• •Encouragement & Guidance

Best Practices

• •Prioritize "The How" Over "The What": Focus copy on the feeling and the experience (calm, creativity, self-expression) rather than just the technical skills being taught. The core product is the feeling of well-being.
• •Use Inclusive and Gentle Language: Employ words like "guide," "explore," "discover," "your moment," and "invitation." Avoid demanding or overly technical jargon. Phrases like "no experience necessary" and "all are welcome" should be prominent.
• •Embrace "Pressure-Free" Messaging: Consistently reiterate the brand's core promise of being a space "without demands for achievement." This is a key differentiator and should be woven into course descriptions, social media posts, and ads.
• •Let the Atmosphere Shine Through: Use descriptive words that evoke the physical space TCS- "sun-drenched," "warm," "calm," "sanctuary." The studio's aesthetic is a major part of the brand's appeal and value proposition.
• •Maintain a Supportive Voice in All Interactions: When responding to reviews (both positive and negative), comments, or inquiries, maintain the same calm, nurturing, and helpful tone. The public response to criticism showed this in action and is a vital part of brand consistency.

Social Perception

LERAN is perceived as a high-quality, welcoming, and inspiring place for creative learning and relaxation. It is seen as a sanctuary in the city where people can de-stress and connect with their artistic side.

Copy Examples

• •In the rush of the city, your hands can lead you back to calm. Leave the world outside and let the clay guide you. No expectations. No pressure. Just a quiet moment for you to shape something beautiful. Book your moment of peace at our wheel this week.
• •LERAN is more than a ceramics studio; it's your creative sanctuary in the heart of Stockholm. We provide the space, the clay, and the gentle guidance. You bring your curiosity. Discover the joy of creating without pressure. All are welcome.
• •Imagine a weekend dedicated to nothing but light, warmth, and the simple joy of making. Our new Glazing Workshop is a chance to transform your ceramic pieces into personal works of art. Let our experienced instructors guide you through the magic of color and texture in our sun-drenched studio. Spaces are limited to keep the atmosphere intimate and supportive.
• •Move beyond the boardroom. At LERAN, your team can connect on a different level TC- by creating together. Our private workshops are designed to foster collaboration, mindfulness, and a lot of fun. A perfect way to unwind, inspire, and build something lasting. Contact us for a custom corporate package.
• •Have you always wanted to try pottery? This course is for you. Over six weeks, we will gently guide you through the fundamental techniques of throwing, shaping, and trimming. Our focus is on the joy of the process, not perfection. Come discover the magic that happens when your hands meet the clay. No prior experience is needed TC- only an open mind.