Brand Tone

Aspirational, Authentic, and Ethical

Brand Values

• •Artisanal Craftsmanship
• •Ethical Partnership
• •Uniqueness and Individuality
• •Quality and Durability
• •Customer-Centric Service

Best Practices

• •Lead with the 'Why': Always connect the product back to the brand's core mission. Whether in a social post or product description, weave in the story of ethical partnership, the artists' skills, or the use of recycled materials. This elevates the purchase from a transaction to a meaningful contribution.
• •Use Evocative, Sensory Language: Instead of just 'metal statue,' use descriptive phrases like 'Hand-forged from recycled steel,' 'catching dusk light across horn and flank,' or 'quiet authority without bluster.' This paints a vivid picture and reinforces the aspirational tone.
• •Emphasize Uniqueness: Consistently use words like 'one-of-a-kind,' 'unique,' 'bespoke,' and 'individual character.' This justifies the premium price point and makes the customer feel they are acquiring something truly special, not a mass-produced item.
• •Balance Artistry with Practicality: While the tone is aspirational, ground it in practical benefits. Mentioning that the sculptures are 'Built for British Weather' or detailing the lacquer sealant adds a layer of trust and value, assuring customers of their investment's longevity.
• •Maintain a Personal and Human Voice: Tell the story of the founder, Ian Unsworth, and the artists. Share updates from trips to Africa and feature the people behind the art. This authenticates the brand's ethical claims and builds a stronger emotional connection with the audience, moving beyond a simple corporate facade.

Social Perception

Pangea Sculptures is perceived as a premium, high-quality brand with a conscience. Customers see their purchases as an acquisition of beautiful art and a contribution to a good cause. The sculptures are viewed as 'real talking points' and unique, high-quality works of art. The brand is seen as trustworthy and reliable.

Copy Examples

• •Where art meets the wild. Each of our sculptures is a story, handcrafted over weeks by skilled artisans in Africa using ancestral techniques. It's more than a statement piece; it's a unique legacy for your garden. Bring the untamed spirit of Africa home. #PangeaSculptures #Handcrafted #EthicalArt #GardenSculpture #LuxuryGarden
• •Art That Connects Worlds. Discover one-of-a-kind metal sculptures, handcrafted by African artisans from recycled materials. Each piece sold supports the artists and their communities. Own a masterpiece with a soul.
• •Rule your domain with quiet authority. Forged by hand from reclaimed metal, our Majestic Lion is a monument to artistry and strength. Every detail, from the powerful mane to the focused gaze, is a testament to the master maker's skill. Sealed to withstand the elements, it brings a sense of noble grandeur to any space. This is not just a sculpture; it is a one-of-a-kind guardian, built to gallery standards.
• •Your Garden is Missing a Story. Let's Add One. Dear [Customer Name], art should do more than just decorate. It should inspire, connect, and endure. At Pangea, our sculptures do all three...
• •From African Hands to Your Home. Looking for something truly exceptional? Our metal animal sculptures are handcrafted in Kenya and Zimbabwe, making each one completely unique. We use recycled materials and support over 550 artists and their families. Click 'Shop Now' to find a magnificent, ethically-made sculpture that will transform your home or garden forever.