Brand Tone

approachable, knowledgeable, encouraging, collaborative, and community-focused

Brand Values

• •Community
• •Innovation & Quality
• •Sustainability
• •Accessibility & Support

Best Practices

• •Always Use "We": Frame the brand as a collective effort between the founders (Joy and Sarah) and the community. This reinforces the collaborative and approachable tone.
• •Balance Passion with Expertise: Combine enthusiastic and encouraging language ("We're so excited!") with clear, knowledgeable explanations of the product's function and benefits.
• •Lead with the "Why": Start with the problem the tool solves or the creative possibility it unlocks before diving into technical specifications. Connect with the potter's goals first.
• •Incorporate Sustainability: Mention the eco-friendly materials (PLA, recycled plastics) and the tree-planting initiative whenever relevant. This is a key brand value and a significant differentiator.
• •Show, Don't Just Tell: Use customer testimonials, user-generated content, and action-oriented language. Instead of saying a tool is "good," say it helps you "create consistent forms" or "achieve clean lines." This makes the benefit tangible.

Social Perception

Movers & Shapers Ltd. is perceived very positively by customers and the wider pottery community as a trusted, high-quality, and innovative brand that genuinely understands their needs. They are seen as providing tools that help improve consistency and expand creative possibilities. Their customer service is frequently praised as responsive and helpful, and their commitment to sustainability is a well-regarded aspect. Collaborations with established potters further solidify their credibility.

Copy Examples

• •Meet 'The Architect'. 🏛️ We've fused precision engineering with a love for clean lines to create our newest profile rib. Designed to help you build consistent, elegant forms, The Architect is your new go-to for statement pieces. Made from eco-friendly PLA, because beautiful tools shouldn't cost the earth. Available now. #MoversAndShapers #PotteryTools #ByPottersForPotters #CeramicArt #SustainablePottery
• •Tired of wobbly cylinders? We get it. That's why we created our profile ribs with built-in height guides and clay weight suggestions. Take the guesswork out of throwing and find your form, faster. Join the Movers & Shapers community and turn your pottery passion into beautiful, consistent pieces. #PotteryForBeginners #LearnPottery #MoversAndShapersUK #ClayLife
• •Subject: More Than Just a Tool Hi [Name], When we started Movers & Shapers, our goal was simple: create the tools we wished we had. But it became about more than that. It’s about building a community, sharing knowledge, and respecting our planet. That’s why our tools are made from plant-based materials and why we plant a tree for every order over £30. Thank you for helping us shape a more sustainable craft. - Joy & Sarah
• •Your perfect mug deserves a perfect handle. Our Handle Making Tool Bundle gives you the power to pull, shape, and attach consistent, ergonomic handles every single time. Crafted in-house from recycled and plant-based plastics, this kit includes our handle maker and 12 interchangeable cutters. Go from novice to handle-pro and give your creations the finish they deserve.
• •Tools Designed by Potters, for Potters. Elevate your craft with innovative ribs, kits, and tools that bring consistency, quality, and sustainability to your studio.