Tono de Marca

Passionate, traditional, evocative, reverent, artistic, proud, deeply connected to craft, personal, familiar.

Valores de Marca

• •Tradition and Heritage
• •Artisanal Craftsmanship
• •Quality and Durability
• •Artistic Innovation
• •Made in Italy

Mejores Prácticas

• •Always Use Storytelling: Frame products within a narrative. Talk about the inspiration behind a collection, the history of a design, or the meticulous process of its creation. Use phrases like "we tell stories," "each piece is a journey," and "a tribute to."
• •Emphasize "Handmade" and "Unique": Consistently use terms like "fatto a mano," "artigianale," "unique piece," and "manual work." Educate the audience that small variations are not defects but marks of authenticity and value.
• •Lean into Passionate and Evocative Language: Use sensory and emotional words. Terms like "passion," "heart," "love," "art," and "beauty" align perfectly with the brand's established tone. Describe the textures, colors, and the feeling of the pieces.
• •Connect to Heritage and Place: Regularly mention the family tradition, the generations of craftsmanship, and the "Made in Italy" identity. This builds authenticity and distinguishes the brand from generic competitors.
• •Maintain a Personal and Accessible Voice: When communicating directly with customers (FAQs, emails, social media comments), remain warm, open, and helpful. Invite personalization and conversation to reinforce the feeling of a small, dedicated workshop rather than a large, impersonal company.

Percepción Social

Perceived as a producer of high-quality, authentic, and beautiful artisanal goods. Praised for being serious, helpful, and customer-focused. Products are seen as unique works of art with sentimental value, often purchased as meaningful gifts.

Ejemplos de Copy

• •From a lump of earth to a story told in clay. Each curve is shaped by hands that remember generations of craftsmanship. This isn't just a vase; it's a piece of our family's heart, made for your home. Discover the journey of our art. #CeramicaCafaro #FattoAMano #ArtigianatoItaliano #MadeInItaly #ClayStories
• •The 'Mare' Plate: Where tradition meets the deep blue sea. Hand-painted in our Cava de' Tirreni workshop, this plate captures the soul of the Campania coast. Perfect for elevating your dining table or as a timeless piece of wall art. Each brushstroke is unique, a testament to its handmade origin. Bring home an artifact of Italian beauty.
• •Tired of mass-produced decor? Embrace the beauty of imperfection. At Ceramica Cafaro, we create unique ceramic art, handcrafted with passion since 1985. Each piece has its own story. Find the one that speaks to you. Shop our collection now and receive 10% off your first order.
• •Since 1989, our story has been written in clay. In our laboratory, tradition is not a static memory but a living, breathing part of every piece we create. Our hands know what the eyes have not yet seen, smoothing each curve to find its perfect, imperfect form. This is Ceramica Cafaro: an inheritance of gestures, a passion for art.
• •Fresh from the Kiln New Heirlooms for Your Home Hello [Customer Name], this week, our workshop was filled with the scent of fresh clay and vibrant new colors. We’re excited to share our latest collection of hand-painted ceramics, each one waiting to start its new life with you. Explore pieces that carry the warmth of the Italian sun and the legacy of our craft.