Brand Tone

Authentic, passionate, and approachable; professional yet personal, with descriptive and evocative language that conveys beauty and artistry, alongside a humble desire to share the craft.

Brand Values

• •Artisanal Craftsmanship
• •Authenticity and Originality
• •Connection to Nature
• •Community Engagement
• •Sustainability

Best Practices

• •Lead with the Maker's Story: Always connect the products back to Will Shakspeare, the artist. This personal touch reinforces the brand's authenticity.
• •Use Evocative and Sensory Language: Describe the products in a way that allows the audience to almost feel the texture and see the play of light in the glass. Use words that evoke nature and the elements.
• •Emphasize the Unique and Handmade Nature: Consistently use terms like 'hand-blown,' 'artisanal,' 'one-of-a-kind,' and 'unique' to differentiate from mass-produced items.
• •Maintain a Passionate and Approachable Voice: Write as if you are sharing a genuine passion with a friend. The tone should be knowledgeable but not elitist, inviting questions and engagement.
• •Showcase the Process and Inspiration: Regularly share behind-the-scenes content and the stories behind the collections. This builds a deeper connection with the audience and adds value to the products beyond their physical form.

Social Perception

Perceived as a high-quality, artisanal brand with a strong reputation, offering beautiful, unique glassware and a firsthand experience of traditional craftsmanship. Will Shakspeare is seen as a master of his craft, and the brand contributes to local culture and arts.

Copy Examples

• •Introducing our new 'Coastline' collection. Each piece is a whirlwind of ocean blues and sandy tones, hand-blown to capture the untamed spirit of the Somerset shores. Bring the calm and chaos of the sea into your home.
• •There's a kind of magic that happens when molten glass meets a craftsman's vision. Here's a glimpse of a new vase taking shape in our riverside studio. Every bubble and swirl tells a story.
• •Ever wanted to tame fire and glass? Our one-day glassblowing masterclass is your chance to learn from Will Shakspeare himself. Shape your own unique piece and take home more than just a memory. Limited spots available.
• •This isn't just a bowl; it's a captured moment. Inspired by the dappled light of a forest floor, our 'Hedgerow' bowl is a testament to the beautiful unpredictability of hand-blown glass. A unique centerpiece for any table.
• •For over 25 years, Will Shakspeare has been shaping molten glass into works of art. It's a dance with heat and gravity, a passion passed down through every piece that leaves our Somerset studio. Discover the story behind the glass.