Brand Tone

calm, mindful, and authentic

Brand Values

• •Authenticity and Craftsmanship
• •Community and Connection
• •Mindfulness and Slow Living
• •Accessibility and Education
• •Wabi-Sabi Philosophy

Best Practices

• •Use a Mindful Vocabulary: Consistently use words like "mindful," "calm," "slow," "intentional," "authentic," and "community" to reinforce the brand's core values.
• •Focus on the "Why," Not Just the "What": Instead of just describing a product or course, explain the feeling and philosophy behind it. Talk about the experience of a slow morning with a handmade mug or the meditative joy of working with clay.
• •Maintain a Gentle, Encouraging Tone: All communication should feel welcoming and supportive. Use phrases like "no experience necessary," "without pressure," and "in a relaxed atmosphere" to remove intimidation and encourage participation.
• •Tell the Story of the Craft: Share behind-the-scenes content, explain the pottery-making process, and introduce the artisans. This highlights the value of the craftsmanship and builds a personal connection with the audience.
• •Let the Visuals and Text Work Together: Ensure the copy complements the minimalist, natural, and serene aesthetic of the photos and videos. The words should evoke the same sense of calm and beauty that the visuals convey.

Social Perception

A Creative Sanctuary, Educational and Supportive, Aesthetically Pleasing

Copy Examples

• •Find your center. Our studio is a quiet space to disconnect from the noise and reconnect with your creativity. Feel the calm of the clay and discover the mindful art of pottery. All levels welcome. Link in bio to book your wheel.
• •Headline: Create, Connect, and Unwind. Body: Tonraum.studio is more than a pottery workshop—it's a community. Join us in our cozy Hallein studio for courses designed to be fun, relaxing, and inspiring. No pressure, no experience needed. Just good coffee, nice company, and the joy of making something with your own hands.
• •Title: The Wabi-Sabi Mug: For Your Slow Morning Ritual. Description: Embrace the beauty of the imperfect. Each of our Wabi-Sabi mugs is shaped and glazed by hand, making every single one unique. With its organic form and earthy texture, it’s the perfect companion for your morning coffee or evening tea. A simple, daily reminder to slow down and savor the moment.
• •Subject: A New Way to Unplug. Body: Tired of the digital noise? We believe in the power of working with our hands to find balance. This month, we invite you to step away from the screen and into the studio. Our new 'Mindful Making' workshop is a gentle introduction to hand-building with clay—a meditative process that allows for spontaneous, intuitive creation. No rules, just creativity.
• •Text: Handmade Ceramics & Creative Courses. A space to learn, create, and connect. Discover our shop or join a workshop.