Brand Tone

Elegant and Prestigious, Traditional and Heritage-Rich, Confident and Authoritative, Craft-Oriented and Detail-Focused

Brand Values

• •Exceptional Quality and Craftsmanship
• •American Heritage and Manufacturing
• •Timeless Elegance
• •Prestige and Exclusivity
• •Family Tradition
• •Personalization and Customer Focus

Best Practices

• •Emphasize Heritage and Craftsmanship: Consistently weave in the brand's long history (since 1893), family ownership, American-made status, and the meticulous, multi-stage crafting process. Use terms like "heritage," "legacy," "handcrafted," "artisan," and "meticulous."
• •Use Elegant and Refined Language: Opt for sophisticated vocabulary that reflects the luxury and prestige of the brand. Words like "exquisite," "timeless," "distinguished," "renowned," and "unparalleled" help maintain an elevated tone.
• •Highlight Premium Materials: Regularly mention the use of high-quality materials such as fine porcelain, 24K gold, and pure platinum to reinforce the luxurious nature of the products.
• •Reference Prestigious Associations (Subtly): While avoiding boastfulness, subtly allude to Pickard's history of supplying official residences and esteemed institutions to underscore its authority and quality without overshadowing the personal appeal to the customer.
• •Focus on Timeless Appeal and Enduring Value: Position the china not just as a product but as an investment in beauty and tradition that can be passed down through generations. Use phrases like "enduring elegance," "cherished heirlooms," and "generations to come."

Social Perception

Respected and Esteemed, Collector's Item, Symbol of Luxury and Fine Dining, Trusted American Brand, Potentially Perceived as Traditional/Niche

Copy Examples

• •Pickard China: An American Legacy, Crafted for Your Table. Body: Since 1893, Pickard has created America's finest china, gracing the tables of presidents, embassies, and discerning homes like yours. Experience the art of timeless elegance, handcrafted in Illinois for generations to come.
• •More Than Dinnerware. It's a Statement. Body: Each piece of Pickard China is a testament to meticulous craftsmanship and enduring beauty. Adorned with 24K gold and pure platinum, our collections transform every meal into a memorable occasion. Discover your signature style.
• •The Standard of Excellence. The Heart of Your Home. Body: For over a century, Pickard has embodied the pinnacle of American-made fine china. From state dinners to cherished family gatherings, our heritage of quality ensures your table is always set with distinction.
• •Personalize Your Tradition with Pickard. Body: Create an heirloom for tomorrow with Pickard's bespoke monogramming and custom design services. Infuse your personal style into the timeless elegance of America's finest china, crafting a legacy as unique as you are.
• •From Our Hands to Your Home: The Art of Pickard. Body: Witness the passion in every detail. Our 21-stage, handcrafted process ensures each piece of Pickard China meets an unparalleled standard of quality and artistry. Elevate your everyday with enduring American luxury.