Brand Tone

Artisanal, Passionate, Authentic, Honest, Calm, Mindful, Personal, Approachable, Elegant, and Minimalist.

Brand Values

• •Craftsmanship: Dedication to traditional pottery techniques and the skill of the artisan.
• •Uniqueness & Individuality: Celebrating the one-of-a-kind nature of each handmade piece.
• •Quality: Using good materials and creating durable, functional art.
• •Simplicity & Minimalism: Focusing on clean lines and uncluttered aesthetics.
• •Slow Living & Mindfulness: Encouraging a more deliberate and appreciative way of life through the objects one uses.
• •Creativity & Self-Expression: Both in their own work and by offering workshops for others to explore their creativity.

Best Practices

• •Develop a Brand Voice Guide: Document key adjectives, preferred vocabulary (e.g., "handmade" vs. "homemade," "unique" vs. "different"), and phrases that align with Studio Jozi's artisanal, calm, and authentic tone. Include "do's and don'ts."
• •Prioritize Storytelling: Share the narrative behind the pieces, the inspiration, the process, or the lifestyle they complement. This reinforces the passion and authenticity of the brand.
• •Emphasize the "Handmade" Aspect Authentically: Go beyond just stating it. Describe the care, the slight variations, and the human touch involved in each piece, turning potential "flaws" into valued characteristics.
• •Use Sensory Language: Describe how the ceramics look and feel – the texture of the glaze, the warmth of a mug in hand. This helps create an emotional connection and highlights the tactile nature of pottery.
• •Maintain Visual-Textual Harmony: Ensure the tone of the copy aligns seamlessly with the minimalist, earthy, and high-quality aesthetic of the photography and website design. The words should feel like a natural extension of the visuals.

Social Perception

Positive (within its niche), Seen as Artistic and High-Quality, Niche Appeal, Potential for Confusion (due to name association with Johannesburg)

Copy Examples

• •Instagram Post (New Mug Collection): Sip slowly. Our new collection of handcrafted mugs has arrived, each one shaped and glazed with intention. Perfectly imperfect, and ready to bring a moment of calm to your daily ritual. Discover the collection – link in bio. #StudioJozi #HandmadeCeramics #SlowLiving #ArtisanPottery #UniqueMugs
• •Website 'About Us' Snippet: At Studio Jozi, clay is our canvas and passion is our guide. We believe in the quiet beauty of handmade ceramics, where every curve and subtle imperfection tells the story of its creation. From our hands to yours, we offer pieces that invite mindfulness into everyday moments.
• •Facebook Ad (Workshop Promotion): Unearth your creativity. Join us at Studio Jozi for a hands-on pottery workshop. Whether you're a curious beginner or looking to refine your skills, we provide a welcoming space to connect with clay and craft something truly your own. Limited spots available – book yours today! #StudioJoziWorkshops #CeramicsBelgium #HandmadePottery #CreativeWorkshop #DiscoverYourCraft
• •Product Description (for a unique bowl): This one-of-a-kind stoneware bowl, born from the earth and transformed by hand in our Belgian studio, is a testament to artisanal craftsmanship. Its organic form and unique glaze variations make it a tactile and visual delight. Ideal for your morning granola or as a cherished centrepiece. Embrace the beauty of handmade. Dimensions: Approx. 15cm x 7cm. Food safe.
• •Email Newsletter Excerpt (Storytelling): This week in the studio, it's all been about embracing the unexpected. A new glaze combination led to a wonderfully surprising hue that we've fallen in love with – a reminder that in the world of handmade, the journey of creation is just as beautiful as the result. We can't wait to share these new pieces with you soon. Stay tuned, and thank you for being part of the Studio Jozi story.