Brand Tone

calm, appreciative, and minimalist

Brand Values

• •Authenticity
• •Craftsmanship & Quality
• •Aesthetic & Simplicity
• •Mindfulness & Functionality

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Instead of starting with "New mug for sale," start with the feeling or story: "For slow morning rituals." Connect every product to the values of mindfulness, craft, or authenticity.
• •Use a Sensory and Tactile Vocabulary: Employ words that evoke touch, texture, and feeling. Terms like "smooth," "textured," "warm," "solid," and "delicate" will reinforce the quality and craftsmanship of the products.
• •Maintain a Calm Pace: Avoid exclamation points, aggressive calls-to-action ("BUY NOW!"), and time-sensitive sales language ("Hurry, limited stock!"). Instead, use gentle invitations like "Discover the collection," "Explore the story," or "Welcome to your home."
• •Educate and Inform: Briefly share details about the origin (e.g., "from the Arita region"), the material (e.g., "hand-blown glass"), or the maker whenever possible. This reinforces authenticity and positions the brand as a knowledgeable curator.
• •Embrace Minimalism in Language: Just like the store's visual aesthetic, the copy should be clean and purposeful. Use shorter sentences and paragraphs. Let the high-quality images do much of the talking, with the text providing essential, value-driven context.

Social Perception

curated, authentic, and niche boutique

Copy Examples

• •Morning light, quiet moments. This Hasami porcelain mug, crafted in a region with 400 years of ceramic history, is designed for daily ritual. Simple, stackable, and beautiful in its function. Discover the art of everyday use. #UitJapan #JapaneseCeramics #HasamiPorcelain
• •The Art of Japanese Simplicity, Delivered to Your Home.
• •A Pen That Tells a Story. Made from solid brass in a small, family-run workshop in Tokyo, this pen is designed to be a lifelong companion. The brass will slowly patina over time, developing a unique character that reflects its journey with you. A perfect weight, a timeless design, and a beautiful way to capture your thoughts.
• •Just Arrived: A Touch of Kyoto for Your Kitchen.
• •UitJapan was born from a simple passion: to share the quiet beauty and thoughtful craftsmanship of Japan. We believe the objects we use every day should be both functional and soulful. Each item in our collection is chosen by hand, not just for its aesthetic, but for the story it tells and the sense of intention it brings to your home.