Brand Tone

Artisanal, Authentic, and Elegant

Brand Values

• •Tradition and Craftsmanship
• •Authenticity and Natural Connection
• •Uniqueness and Originality
• •Simplicity and Timelessness ("Less is More")
• •Quality and Durability

Best Practices

• •Lead with Authenticity: Always start with the story of the product's origin—the clay, the location in Santa Catarina, and the hands that craft it. Use words like "artisanal," "authentic," "handmade," and "tradition" to reinforce your core identity.
• •Emphasize "Unique, Not Uniform": Consistently communicate that the slight variations in each brick are a feature, not a flaw. This manages customer expectations and reinforces the value of a handcrafted product over industrial perfection.
• •Use Elegant & Evocative Language: Pair rustic concepts with sophisticated descriptions. Instead of just "brick," use "masterpiece," "synthesis of design," or "timeless elegance." This elevates the brand and justifies its premium positioning.
• •Showcase, Don't Just Tell: Let high-quality photos and videos of finished projects do the talking. User-generated content is powerful, so encourage customers to share their decorated spaces and feature them prominently, as this validates the brand's promise of beauty and quality.
• •Maintain a Grounded, Human Connection: Whether in customer service responses or social media captions, maintain a respectful and direct tone. Echo the brand's value of "Less is More" by being clear, helpful, and appreciative, reflecting the "serious company" perception customers have.

Social Perception

The public perceives Quarel Cerâmica as offering high-quality products with strong aesthetic appeal and excellent customer service. It is seen as a trustworthy brand.

Copy Examples

• •The Art of Authenticity. Each Quarel brick tells a story, handcrafted from the rich clays of Santa Catarina. It's more than a wall; it's a timeless piece of earth, bringing warmth and unique character to your home. This is not industrial. This is art. #QuarelCeramica #HandmadeHome #BrickWall #AuthenticDesign #InteriorDesign
• •Design That Connects. Go beyond the conventional. Quarel's artisanal bricks offer a unique synthesis of design and authenticity for your projects. Each piece is unique, providing a texture and depth that mass-produced materials can't replicate. Download our 2023 catalog and discover the essence of timeless design. #QuarelForDesigners #CeramicVeneer #ArchitecturalDesign #MadeInBrazil
• •Quarel Rustic Sand: The Serenity of the Desert, Fired in Clay. Inspired by the serene tones of sand, our Rustic Sand brick brings a natural and velvety touch to any space. Handcrafted by our artisans, no two bricks are identical, ensuring your wall is a genuine masterpiece. Perfect for creating environments that feel both elegant and connected to nature.
• •It starts with the earth. It's shaped by tradition. It's fired with care. This is why every Quarel brick is unique. This is Quarel. The soul of ceramics, for your home.
• •Feel the Difference? Hi [Customer Name], you've held a piece of Quarel in your hands. You've felt the unique, rustic texture that only true craftsmanship can achieve. Imagine that authenticity across your entire wall—a timeless statement of quality and style. Ready to bring your project to life? We offer secure shipping all over Brazil and payment in up to 8 installments.