Brand Tone

Artisanal & Approachable

Brand Values

• •Craftsmanship
• •Authenticity
• •Simplicity
• •Local Community
• •Passion

Best Practices

• •Always write from a personal perspective: Use "I" and "my" when telling the brand story or describing the process (e.g., "my studio," "I designed these"). This maintains the authentic, one-person-brand feel that customers connect with.
• •Emphasize the "slow-made" process: Consistently use keywords like "slow-made," "handcrafted," "small batch," and "unique" in product descriptions, social media, and ads. This reinforces your core value of craftsmanship and justifies the price point.
• •Keep the language simple and evocative: Avoid overly technical jargon. Instead of "post-curing," use "baking and finishing." Use descriptive, sensory words like "lightweight," "smooth," and "vibrant" to help customers imagine the product.
• •Tell micro-stories: Each product or collection has a story. Briefly share the inspiration behind a design, a new colour palette, or the feeling you want to evoke. This transforms a product from an object into a piece of art with a narrative.
• •Maintain a consistent visual and textual aesthetic: Ensure the tone of your copy matches your visual identity. The warm, clean, and minimalist visuals on your Instagram and website should be mirrored by warm, clear, and uncluttered text. This creates a seamless and professional brand experience.

Social Perception

The brand is perceived as offering high-quality, handcrafted artisan goods, built on trustworthiness and a personal connection with the maker. Customers appreciate its aesthetic and stylish designs, along with excellent customer service.

Copy Examples

• •A little bit of sunshine for your lobes. ✨ Introducing the 'Marigold' dangles. Each pair is slow-made by hand in my little studio, so no two are exactly alike. Designed to be lightweight, unique, and simply beautiful. Tap to shop your new favourite pair.
• •Headline: Wearable Art, Made Simply. Sub-headline: Discover unique, slow-made polymer clay earrings, handcrafted with passion in every piece.
• •Simple, elegant, and perfect for every day. The Evie studs are a tribute to timeless design. I carefully mix the custom clay colours by hand and shape each piece before baking, sanding, and assembling it in my Geelong studio. Their 'perfectly imperfect' handmade nature means your pair will be truly one-of-a-kind. Lightweight enough to forget you're wearing them, but too lovely to go unnoticed.
• •Subject: A little note from the studio... and something new for you.
• •Headline: Handmade Earrings That Feel as Good as They Look. Body: Tired of heavy, mass-produced earrings? At Simply Alfie, I create lightweight polymer clay jewellery in small, thoughtful batches. Find a unique pair that tells a story. Based in Geelong & shipping Australia-wide. Shop the collection now.