A New Voice for Studio Vuono
A distinctive brand voice and cross-platform copy for artisanal pottery brand Studio Vuono.
2024
Client: Studio Vuono
Role
Brand Copywriter & Content Strategist
Service
Market Research
Content Strategy
Brand Copywriting
Social Media Copywriting
The homepage of Studio Vuono.
A core descriptive phrase for the brand that captures the most important details in one paragraph.
Objective
To develop a custom brand voice and launch-ready web and social media copy for Studio Vuono, an artisanal pottery company. The challenge was to craft a compelling narrative that reflected the artist’s craftsmanship while ensuring consistency across all digital touchpoints.
Develop a signature brand voice rooted in minimalism and nature.
Write engaging web copy that introduces the brand’s philosophy and artistry.
Customize social media copy to align with the website’s tone and engage Studio Vuono’s audience effectively.
Market Research & Competitor Analysis
Understanding the Brand Landscape
Before developing the copy, I conducted extensive market research to analyze the language, tone, and positioning of competitor brands and aspirational role models in the artisanal pottery space. I focused on:
Industry Trends: Identifying emerging themes in branding for contemporary pottery given Studio Vuono’s target audience.
Competitor Voice & Tone: Examining how leading ceramic brands communicate their identity.
Brand Positioning: Ensuring Studio Vuono’s messaging was unique while aligning with its aesthetic and values.
Key takeaways from the research:
Minimalist, nature-inspired language performed well with target audiences.
Brand authenticity and storytelling were central to consumer engagement.
Balancing an artistic, poetic tone with clarity made brands feel both aspirational and approachable.
Using these insights, I developed several voice and tone options, which I presented to the client. We collaboratively refined the brand’s messaging approach, ensuring it captured the founder’s vision and resonated with her ideal audience.
Studio Vuono’s Brand Voice
Intentional / Expert / Refined / Concise / Approachable
Voice & Tone Development
Defining the Studio Vuono Sound
Through collaborative sessions, we determined that Studio Vuono’s voice and tone should be:
Voice: Minimalist & Concise – Reflecting the simplicity and elegance of the brand’s designs as well as Milja’s own voice, which is straightforward and to the point.
Voice: Intentional & Expert - Demonstrating deep knowledge of ceramic arts and design
References: Natural & Organic – Evoking the raw materials and handmade craftsmanship.
Tone: Refined Yet Approachable – Professional but warm, mirroring the artist’s creative philosophy.
Crafting the Copy
I created a series of drafts for the ‘About the Artist’ and ‘About the Brand’ sections, ensuring:
The tone remained consistent throughout the site.
The copy emphasized craftsmanship, artistic inspiration, and quality materials.
The language was succinct yet evocative, designed to leave a lasting impression of quality and intentionality.
These core sections would become touchstones anchoring the brand voice. Throughout the writing process, I worked line-by-line with the client, fine-tuning the language until it perfectly reflected her artistic identity. Since the brand was deeply personal, every word had to feel authentic and aligned with the artist’s vision.
The ‘About’ page for Studio Vuono, featuring the artist biography and studio description.
Social Media Customization
Adapting the Brand Voice for Instagram
Once the website copy was finalized, I turned my focus to Studio Vuono’s social media launch, ensuring brand consistency across channels. Through additional research, I analyzed:
Successful content strategies in the artisanal pottery sector.
Optimal caption lengths and engagement tactics for Instagram.
Hashtag strategies to maximize visibility within the ceramics and design community.
Developing a Content Strategy for Social Media
Aligned Instagram captions with the website’s brand tone.
Crafted social media-ready variations of key brand messaging.
Created a posting framework with a set structure, length window, and hashtag accompaniment.
The Instagram channel for Studio Vuono takes the key copywriting elements defined in the web copy development and customizes them for social media.
Results & Impact
By aligning brand copy with social media strategy, Studio Vuono launched with a strong, cohesive narrative—ensuring its messaging resonated with both design enthusiasts and customers alike.
Final Outcomes:
Developed a distinctive, ownable brand voice that set Studio Vuono apart
Created website and social media copy that felt cohesive and authentic
Established a scalable messaging framework for future content
Final Recommendation: Expand brand storytelling through email marketing & newsletter content to deepen audience engagement.