Analysing a range of brands that engage a similar target audience informs essential information regarding aesthetic direction / tone of voice / context, brands like studio Arhoj have succeeded in dominating the market place of contemporary design lead ceramics through their playful tone of voice and brand personality. Their bespoke forms feel unique in their physical attributes yet are highly customisable through a range of glazed finishes. While HAY similarly produces a range of high quality contemporary ceramic pieces however their tone of voice differs dramatically engaging the audience through a design lead sensibility and integrity, creating uber cool designer home wears.
Extended research into the ceramic marketplace takes inspiration from well established brands such as Normann Copenhagen, Ferm Living, Kinto for more traditional processes, Weak End Club, Wingnut and Co, and Kirstie Van Noort. These brands all inform a holistic understanding of the market than can be explored to identify gaps to which the brand can sit in order to position a USP. Further contextual research begins to identify a range of locally based retailers that can provide contextual feedback that appropriately engages with the industry, these include colours may vary (Leeds) Maud’s house (Skipton) and RAD Studio (Saltaire).
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| Colours May Vary |
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| Rad Studio |
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| Maud's House |
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