Brand Tone

Minimalist, Contemplative, Artistic, and Refined.

Brand Values

• •Material Integrity
• •Thoughtful Design
• •Intersection of Art and Technology
• •Exclusivity
• •Collaboration

Best Practices

• •Use an Economy of Words: Every word should be purposeful. Avoid adjectives like "amazing" or "incredible." Opt for more precise and evocative language, such as "serene," "tactile," or "sculptural."
• •Focus on "The Moment": Frame the product's benefit around the experience it creates P a moment of calm, a ritual, a point of reflection. The copy should sell a feeling, not just a feature.
• •Speak from the Studio: Use language that reinforces the brand's identity as an art and design practice. Words like "studio," "practice," "explore," and "create" are more on-brand than "sell," "offer," or "provide."
• •Maintain Visual and Textual Harmony: The clean, minimalist aesthetic of the website should be reflected in the copy. Use short sentences, ample white space, and a simple, elegant font. The text should feel as uncluttered as the designs.
• •Let the Object Speak: Trust in the power of the product and its imagery. The copy should complement the visuals, not overpower them. Write with a tone of quiet confidence, allowing the quality of the design to be the primary focus.

Social Perception

TOSHIKI is perceived as a niche, high-end design studio rather than a mainstream brand. It is seen as authoritative and credible within the design community, projecting an image of confidence and exclusivity as a brand to be 'discovered' rather than one that advertises itself loudly.

Copy Examples

• •Objects for thoughtful living. Discover the TOSHIKI collection.
• •The Furo Carafe. A simple form designed to elevate a daily ritual. Cast in glass to capture light and water with quiet clarity.
• •TOSHIKI is a design practice exploring the intersection of traditional craft and modern technology. We create carefully considered objects and spaces.
• •New from the studio: The Hinoki Collection.
• •A moment of stillness. The Terra Vessel, created for contemplation. #ToshikiStudio #MindfulDesign #Ceramics