Concept project — Kiln & Co.
Positioning a craft brand against cheap imports
- Project type
- Concept (not client work)
- Category
- Branding
- Year
- 2026
- Services
- Brand Strategy & Development, Content Strategy & Creative
Concept project created to show our approach — not a client case study.
The challenge
Customers compare handmade ceramics with mass-produced imports — on price alone.
The SLAP
Stop competing on price. Make the maker the product.
Brief / challenge
A small studio making handmade ceramics in small batches. In a feed full of cheap imports, "handmade" has become a word nobody believes, and customers compare on price — a fight a small studio can't win.
Objective
Reposition the brand so customers understand — and are willing to pay for — the difference handmade makes.
Strategy
Stop competing on price. Make the maker the product. Build the brand around the hands, the time and the imperfections that prove something is real.
Execution
- Positioning and messaging framework.
- Tone of voice: honest, unhurried, specific.
- A creative direction built around process, not product shots.
Deliverables
Brand positioning, messaging framework, tone-of-voice guide and creative direction.
Results
This is a concept project created to demonstrate our approach. It is not client work, and no results are claimed.