Brand Tone

Artisanal & Authentic, Earthy & Natural, Timeless & Enduring, Welcoming & Humble, Quietly Confident

Brand Values

• •Craftsmanship & Quality
• •Authenticity & Passion
• •Connection to Place (Raglan)
• •Simplicity & Functionality
• •Consistency & Trust
• •Heritage

Best Practices

• •Highlight "Handmade" & Origin: Consistently use terms like "hand-thrown," "handmade in Raglan," and "artisanal" to underscore the unique quality and provenance of the pottery.
• •Narrate the Raglan Inspiration: Regularly weave in the connection to Raglan's coastal environment – the colours, the light, the lifestyle – to reinforce brand identity and authenticity.
• •Share the Maker's Story & Process: Offer glimpses into Tony Sly's journey, the studio, and the meticulous crafting process. This builds a personal connection and showcases the passion involved.
• •Emphasize Durability & Everyday Beauty: Communicate that these are not just decorative items but functional pieces designed for daily enjoyment, becoming integrated into the fabric of a home.
• •Maintain an Authentic, Passionate Voice: Let the copy reflect Tony's genuine love for his craft. The tone should be warm, inviting, and confident in the product's inherent quality, rather than overly commercial.

Social Perception

Respected Artisan Brand, Desirable Homewares, Symbol of Raglan's Creative Scene, Generational Appeal, Associated with "Slow Living"

Copy Examples

• •Instagram Post (Image: A rustic Tony Sly mug, steam rising, held by hands with a blurred natural backdrop): Embrace the quiet moments. Our hand-thrown mugs, born from Raglan clay and coastal inspiration, are designed to bring warmth and artistry to your daily ritual. Discover the feeling at tonyslypottery.com. #TonySlyPottery #HandmadeCeramics #NZPottery #ArtisanalLiving #MorningCalm
• •Facebook Ad (Image: A beautifully set table featuring a Tony Sly dinnerware set, ready for a meal): For decades, Tony Sly Pottery has been crafting pieces that become part of your story. From our Raglan studio to your table, experience the beauty of handmade. Perfect for daily use, designed to last generations. Shop the collection. #TonySlyPottery #HandThrown #NewZealandMade #TimelessHomewares #KitchenArt
• •Website Homepage Banner Text: Tony Sly Pottery: Crafted by Hand, Inspired by Raglan's Coast. Authentic. Timeless. Yours.
• •Product Description Snippet (for a large serving platter): A centerpiece for your gatherings, this platter is hand-thrown in our Raglan workshop, reflecting the serene hues of the New Zealand landscape. Its generous size and unique glaze make every meal an occasion. Each piece tells a story of dedication to craft. #TonySly #NZCeramics #EntertainInStyle #HandmadeHome
• •Email Newsletter Subject Line: Fresh from the Kiln: Discover New Arrivals from Tony Sly Pottery (Body Snippet): Step into the world of Tony Sly, where each piece of pottery is shaped with intention and inspired by the natural beauty of Raglan. Explore our latest collection of hand-thrown ceramics, perfect for elevating your everyday moments. Crafted with passion, designed for life.