Brand Tone

Artisanal, Mindful, and Cultured; calm, appreciative, and educational, focusing on storytelling and intrinsic value.

Brand Values

• •Authenticity
• •Sustainability & Ethical Production
• •Tradition & Heritage
• •Artistic Expression
• •Mindfulness

Best Practices

• •Lead with the "Why": Always start with the story behind the product. Talk about the origin, the artisan, or the material before talking about the features. The value is in the narrative.
• •Use Sensory and Evocative Language: Use words that evoke touch, sight, and emotion. Phrases like "breathable cotton," "patient hands," "earth and water," and "sun-soaked colors" create a richer, more tangible brand world.
• •Emphasize "Slow" and "Sustainable": Consistently integrate keywords like "slow fashion," "ethically made," "handmade," "artisanal," and "sustainable" into descriptions, posts, and articles to reinforce your core values.
• •Maintain a Unified Voice Across Platforms: Even though clothing and ceramics are marketed on different channels, the underlying tone must remain the same. The calm, cultured voice of the website's "Store Diary" should be the same voice used in Instagram captions for pottery.
• •Educate, Don't Just Sell: Use copy to educate your audience about the benefits of handwoven fabrics, the intricacies of Turkish pottery, or the importance of ethical production. This builds authority and a deeper customer relationship, turning buyers into brand advocates.

Social Perception

Perceived as a niche, high-quality purveyor of authentic, artisanal goods. Customers value sustainability, unique design, and product stories. Seen as creators of "unique stuff," with potential for brand diffusion due to separate platforms for clothing and ceramics, but shared values reinforce a holistic image. The Turkish connection adds cultural authority.

Copy Examples

• •The Praew Shirt is more than a garment; it's a geography. Woven by hand in the heart of Turkey from pure, breathable cotton, its threads carry the warmth of the sun and the wisdom of generations. Designed for effortless comfort and timeless style, it moves with you, a quiet statement of sustainable elegance.
• •Before it held your morning coffee, it was earth and water, shaped by patient hands. Each curve and subtle imperfection tells the story of its creation. This is not just a mug; it's a small, daily ritual connecting you to the artisan's touch. #HandmadePottery #WhiteCanvasEarth #ArtOfSlowLiving
• •Woven with Intention | Our New Collection is Here
• •We started White Canvas Earth with a simple belief: the things we own should have a soul. In a world of the fast and the fleeting, we chose the slow and the meaningful. From the looms of India to the pottery wheels of Turkey, we partner with artisans who don just make products, they continue legacies. Join us in celebrating a more mindful way of living.
• •Tired of trends? Dress in a story instead. Our latest collection of handwoven, organic fabric clothing is ethically crafted to last a lifetime, not just a season. Feel the difference of true craftsmanship. Shop the collection now.