Brand Tone

Authentic, warm, and aspirational. The language is gentle and evocative, aiming to create an emotional connection and speak to a desire for a more intentional and aesthetically pleasing life. It is personal and story-driven rather than overly formal.

Brand Values

• •Artisanal Craftsmanship
• •Support for Local Economies
• •Mindful Living
• •Aesthetic and Functional Design
• •Authenticity

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core values of slow living, craftsmanship, and supporting artisans. Don't just sell a mug; sell a moment of tranquility.
• •Use Evocative and Sensory Language: Employ descriptive words that appeal to the senses – the warmth of a mug, the texture of the clay, the aroma of tea. This creates a more immersive and emotional experience for the reader.
• •Maintain a Warm and Approachable Tone: Write as if you are speaking to a friend who shares your appreciation for beautiful, handmade objects. Avoid overly corporate or sales-y language.
• •Tell Stories: Whether it's the story of the brand's origin, the process of a particular artisan, or the imagined story of a customer's daily ritual, storytelling builds connection and adds value to the products.
• •Be Visually Consistent in Your Language: Ensure that the tone of your copy matches the aesthetic of your visuals. If your images are warm, rustic, and serene, your words should be as well. This creates a cohesive and memorable brand identity.

Social Perception

Porous Poetry is perceived as a purveyor of beautiful, high-quality, and unique ceramic ware. Customers are drawn to the brand's aesthetic and the lifestyle it represents. It is seen as a small, thoughtful business with a strong artistic identity, with its perception largely shaped and controlled by its own curated online presence due to limited widespread external reviews.

Copy Examples

• •Our new collection of mugs has arrived, each one shaped by hand and ready to be filled with your favorite brew. Find the perfect companion for your quiet mornings and slow sips. #porouspoetry #handmademugs #slowliving
• •From a conversation over coffee to a collaboration with talented rural artisans, Porous Poetry was born out of a love for craftsmanship and community. Every piece tells a story. #supportlocal #artisanmade #ceramics
• •The perfect vessel for your morning ritual. Our ceramic tea infuser, with its clean lines and earthy texture, makes brewing a moment of simple pleasure. #teatime #mindfulliving #handcrafted
• •This weekend, find a piece of poetry for your home. Enjoy 15% off all our handcrafted ceramics. A small indulgence for a more beautiful everyday. #ceramicsale #homedecor #shophandmade
• •How does Porous Poetry fit into your daily life? Share a photo of your favorite piece with the hashtag #my_porouspoetry for a chance to be featured. We love seeing our creations in your beautiful homes.