Brand Tone

Artisanal, Calm, and Personable

Brand Values

• •Craftsmanship & Quality
• •Simplicity & Functionality
• •Local & Small-Scale
• •Authenticity

Best Practices

• •Lead with the 'Handmade' Story: Always emphasize that each piece is made by an individual artist. Use phrases like 'wheel-thrown,' 'hand-glazed,' 'small batch,' and 'from my studio' to reinforce the value of the craft.
• •Use Sensory and Evocative Language: Describe how a piece feels, not just how it looks. Use words like 'smooth,' 'textured,' 'balanced,' 'comforting hold,' and 'warm' to connect with the audience on a tactile level.
• •Maintain a Calm and Minimalist Voice: Avoid hype, excessive exclamation points, or urgent sales language. The tone should mirror the product's aesthetic—clean, simple, and confident in its quality.
• •Be Personable and Authentic: Write in the first person ('I,' 'my') to maintain the direct artist-to-customer relationship. Share small, genuine glimpses into the studio process or your inspiration to build community.
• •Highlight the 'Why' Behind the Product: Briefly explain the design choices. Is a mug angled for a better grip? Are the colors inspired by the Pacific Northwest landscape? Adding this layer of purpose elevates the product beyond just an object.

Social Perception

The public perception of Rachael Potter Ceramics is that of a high-quality, authentic artisan brand. Customers and followers view the products as beautiful, well-crafted pieces of functional art. Comments on social media often include words like 'gorgeous,' 'beautiful,' and 'love these.' The brand is perceived as being directly tied to the artist herself, which adds value and a personal story to each piece. The focus on a specific aesthetic (layered mugs, angled mugs) has allowed the brand to build a recognizable style that attracts a niche audience looking for modern, minimalist handmade goods.

Copy Examples

• •Finding calm in the repetition of the wheel. This new angled mug, with its quiet layers of white and gray, is designed to feel just right in your hands on a slow morning. Each one is wheel-thrown here in my Oregon studio, a three-week process from start to finish. Available now on the website (link in bio).
• •Simple, functional, handmade. Ceramics for your daily rituals. Crafted by hand in Hillsboro, Oregon.
• •A study in subtle contrasts. This mug features a deep navy glaze layered over a speckled white base, revealing the natural texture of the stoneware beneath. Wheel-thrown and shaped for a comfortable hold, it’s designed to bring a small moment of handmade beauty to your coffee or tea. All materials are sourced locally and food-safe.
• •Email Newsletter Subject: From my studio to your home ✨ Body Snippet: Hello, a quiet update from the studio this month. The kiln has been fired, and a new small batch of layered mugs is now cool to the touch and ready for new homes...
• •Instagram Story sequence: Video 1 Text overlay: 'Process: Glazing Day' | Video 2 Text overlay: 'Each piece is hand-dipped...' | Video 3 Text overlay: '...creating unique layers every time.' | Video 4 Text overlay: 'The magic happens in the kiln. 🔥'