Brand Tone

Minimalist, Artistic, and Serene

Brand Values

• •Craftsmanship & Quality
• •Aesthetic Integrity
• •Materiality
• •Intentional Living
• •Exclusivity

Best Practices

• •Use Economical and Evocative Language: Choose words carefully. Opt for clean, concise, and descriptive language. Avoid jargon, hype, or overly casual phrasing. Phrases like "sculptural," "minimalist form," "serene," and "hand-cast" align well with the brand.
• •Focus on the Sensory Experience: Describe the texture, weight, and visual feel of the concrete. Use words that evoke a sense of calm, permanence, and touch. This connects the customer to the physical nature of the artisanal product.
• •Tell the Story of Craftsmanship: Consistently mention that items are "handcrafted," "made in our NYC studio," or "created in small batches." This reinforces the values of quality and exclusivity and justifies the premium positioning.
• •Maintain Visual and Textual Harmony: Ensure that the clean, minimalist tone of the copy is always paired with high-quality, uncluttered visuals. The photography should mirror the copy's emphasis on form, light, and shadow.
• •Speak to the Customer's Lifestyle: Frame the products as more than just objects; they are elements that enhance a thoughtful, curated, and intentional lifestyle. Address a customer who values art, design, and a serene living environment.

Social Perception

A niche, high-end design brand, perceived as sophisticated, curated, artisanal, and premium.

Copy Examples

• •Headline: Sculptural Forms for Quiet Spaces. Sub-headline: Discover functional art, meticulously handcrafted from cast concrete.
• •An exercise in minimalist form. Our concrete tray offers a serene landscape for your most cherished objects. Each piece is hand-cast and finished in our NYC studio, bearing the unique marks of its creation. A simple, sculptural presence for the modern home.
• •Where raw material meets refined design. The weight, texture, and quiet presence of cast concrete, shaped for intentional living. #MalloNYC #FunctionalArt #ConcreteDecor #MinimalistHome #Handmade
• •Subject: New Forms: The Latest from the Mallo Studio
• •Mallo was born from a desire to merge artistry with everyday function. Founded by artist Paula Rubino, our studio creates objects that invite pause and reflection. Each piece is a testament to the beauty of simple, sculptural forms and the honest character of its materials.