Brand Tone

Artisanal & Authentic, Personal & Passionate, Connected to Nature & Place, Conscious & Mindful, Warm & Welcoming

Brand Values

• •Craftsmanship & Quality
• •Uniqueness & Individuality
• •Joy of Creation (Skaparglädje)
• •Connection to Nature & Origin
• •Conscious Living
• •Artistic Expression

Best Practices

• •Embrace "Handmade" Language: Consistently use words that evoke the artisanal nature of the products: "handcrafted," "artisan-made," "unique," "hand-thrown," "small-batch," "studio pottery." This reinforces the core value of craftsmanship.
• •Tell the Story of Place and Inspiration: Weave in references to Strömstad, the Swedish countryside, and natural inspirations. This grounds the brand and adds a layer of authenticity and connection. (e.g., "Inspired by the coastal light of Bohuslän," "Crafted in our seaside Strömstad studio.")
• •Highlight "Conscious Living": Subtly and overtly connect the products to the idea of a "conscious home." This can be through discussing durability, timeless design over trends, or the mindful act of choosing handmade items. Use phrases like "mindfully made," "for a thoughtful home," "cherish forever."
• •Maintain a Personal, Passionate Voice: Even in product descriptions, let the artist's passion for creation ("skaparglädje") shine through. Use warm, inviting language. Share insights into the creative process or the story behind a particular design to foster a personal connection.
• •Visual-Verbal Harmony: Ensure the tone of the copy consistently matches the aesthetic of the photography and visual branding. If the visuals are serene, natural, and artistic, the copy should reflect that same mood and quality, avoiding overly salesy or generic language.

Social Perception

Appreciation for Artistry, Valued Craftsmanship, Local Gem, Trustworthy & Authentic, Aspirational Homeware

Copy Examples

• •Instagram Post (Image: A Wiedland mug filled with tea, overlooking a serene natural landscape): Sip consciously. Each Wiedland mug is handcrafted with passion in our Strömstad studio, bringing a piece of Swedish nature and artisanal warmth to your daily rituals. For homes that cherish uniqueness and the quiet joy of handmade. (Tone: Conscious, Artisanal, Connected to Nature)
• •Facebook Ad (Image: A collection of Wiedland bowls in various earthy glazes): More than just pottery, it's a story shaped by hand. Karin Wiedland pours her creative joy ('skaparglädje') into every unique bowl, plate, and mug. Discover stoneware that’s made to last, for a truly conscious home. Explore the collection from our coastal Strömstad workshop. (Tone: Authentic, Passionate, Quality-focused)
• •Product Description (for a unique vase on the website): The 'Fjord' Vase: Inspired by the tranquil waters and rugged coastline of Strömstad, this one-of-a-kind stoneware vase is hand-thrown and glazed by Karin Wiedland. Its organic form and subtle, earthy tones bring a touch of Scandinavian calm to any space. A testament to true craftsmanship, perfect for those who seek beauty in imperfection and a connection to the artisan's hand. (Tone: Artistic, Connected to Place, Emphasizing Uniqueness)
• •Email Newsletter Snippet (Subject: From Our Hands to Your Home): Hello from the Wiedland pottery! This week, Karin has been experimenting with a new glaze inspired by the forest floor after a spring rain. It’s these quiet moments of creativity and connection to our Strömstad surroundings that shape every piece we send to your conscious homes. See what’s new from the kiln... (Tone: Personal, Warm, Connected to Nature & Process)
• •About Us Page Excerpt (Revised for broader audience): Wiedland is more than a pottery studio; it’s a celebration of 'skaparglädje' – the profound joy of creation. Nestled near Strömstad, Sweden, Karin Wiedland lovingly crafts each piece of stoneware by hand. We believe in the beauty of the unique, the enduring quality of true craftsmanship, and the warmth that handmade objects bring to conscious homes. Every item tells a story of artistry, nature, and a passion for clay. (Tone: Passionate, Authentic, Value-driven)