Brand Tone

Authentic, personal, and heartfelt, blending a sense of handcrafted artistry with relatable, down-to-earth storytelling. The voice is gentle, humble, and creative.

Brand Values

• •Family and Legacy
• •Handmade Craftsmanship
• •Resilience and New Beginnings
• •Sustainability
• •Community and Collaboration

Best Practices

• •Always Lead with the "Why": Every piece of copy, from a product description to a social media post, should connect back to the core values: family, resilience, craftsmanship, and sustainability. Start with the story, not just the product.
• •Use "I" and "We" to Foster Connection: Maintain the personal, first-person narrative established by the founder, Coady. Use "I" when sharing personal stories from the studio and "we" when referring to the family and brand effort. This makes the brand feel like a person, not a corporation.
• •Embrace Imperfection in Your Language: The brand celebrates the unique characteristics of handmade items. This can be reflected in the copy. Use words like "subtle variations," "unique characteristics," and "marks from the hands that made it" to turn imperfections into selling points that signify authenticity.
• •Highlight the Eco-Conscious Process: Consistently mention the "solar-powered" and "rainwater-supplied" aspects of the studio. This is a key differentiator and appeals to conscious consumers. It should be present on the website, in product descriptions, and occasionally in social media content.
• •Maintain a Tone of Gratitude and Humility: End newsletters with a heartfelt thank you. Respond to comments and reviews with genuine appreciation. Continue to frame customers and followers as part of the brand's journey, reinforcing the sense of community and shared story.

Social Perception

Overwhelmingly positive, focusing on the quality of products, beauty of designs, and the personal story of the artist. The brand is perceived as high-quality, unique, strongly connected to its maker, recognized within the craft community, and trusted and professional.

Copy Examples

• •From our home to yours. Each mug is shaped on the wheel in our solar-powered studio, using rainwater and a whole lot of heart. We believe your daily coffee break is a moment to be cherished —a quiet pause in a busy day. Let this cup be a reminder to take that moment for yourself. You deserve it. New collection now live on the website. #wafflepottery #handmademug #coffeeritual #slowliving #madeinbrisbane
• •Lovingly handcrafted from Australian clay, the Hearth Bowl is designed for the center of your table. Its generous size is perfect for serving family-style salads, holding fresh fruit, or simply standing on its own as a piece of art. Each bowl is a unique testament to the beauty of handmade, with subtle variations that tell the story of its creation. Powered by the sun and crafted with intention.
• •A little story from the studio for you...
• •Waffle Pottery: Handmade ceramics, born from family, resilience, and a love for clay. Welcome to our story.
• •You know the joy of creating with your own hands. That's the same joy we put into every Waffle Pottery piece. Made famous by our collaboration with KATM, our magnetic pin dishes are crafted by hand in our small, solar-powered Brisbane studio. Find the perfect companion for your sewing room. #potterylove #sewingtools #katmpindish #handmadeceramics #shopsmall