The Pott is the constant. The scent is the variable. So the brand gets a fixed studio core that never moves, and a glaze layer that changes with every season, drop and collaboration.
Every design choice below traces back to these numbers from Pott's own customers.
The current look is Bodoni Moda on everything, a warm cream and a bright red. It is tidy, but nothing in it says clay, hands or a kiln.
Bodoni Moda · #FFF7F2 · #D43747
Shop nowYoung Serif + Figtree · Slip, Clay, Kiln
Find your PottPositioning stays the same as the brand messaging doc. What changes is how it looks and feels.
The "o" becomes a Pott seen from above, with the wick in the middle. It is simple enough to press into clay, emboss on a box or use as a favicon. The stamp is the maker's mark that goes on everything: the base of the pot, the box, the drop card.
Note: these are direction mock-ups built in the browser, not final artwork. A designer should draw the final wordmark by hand (ideally with the "o" cut from a real stamp) and check "Pott" trademark cover in classes 4 (candles) and 21 (ceramics) before it is used on packaging.
Six core colours taken from unfired clay, slip and a kiln. Then a glaze layer taken from Pott's own pots, which changes with the season. The core does most of the work so the pots and scents can carry the colour.
Rough split on any page, email or ad: mostly studio neutrals, the photography does the heavy lifting, a single glaze for the season, and Kiln used sparingly for the thing you want clicked or noticed.
Named after the real pots, so the brand colour and the product are the same thing. Each season leads with one glaze and can support it with a second. Hex values are starting points; match them to photographs of the actual glazes before they go to print.
All three are free, open-licence Google fonts. That matters later: no licence to transfer if the brand is sold, and they work in Shopify, Klaviyo and Canva with no setup.
Headlines, product names, the wordmark. Stocky, soft-cornered and slightly uneven, like something made by hand rather than drawn on a screen. Accent words go in Kiln. Used at 22px and up only.
Body copy, buttons, prices, navigation. Open shapes and a generous x-height, so it reads clearly at 16-18px on a phone. Replaces Bodoni for everything below a headline.
You buy the Pott once. After that, you are only ever buying the candle. When the wax is gone, put your Pott in warm water, lift the old one out, and drop the next scent in.
£69 · Starter Pack · Standard size
The studio's labels. Drop numbers, batch codes, burn times, scent notes. Small, uppercase, always tracked out. It is what makes a pot feel numbered and collectible.
Base 18px on desktop, 17px on mobile, stepping up by 1.25. Body text never goes below 16px. Sentence case everywhere, including headlines and buttons.
An 8-point scale with generous outer margins. Product always gets more space than copy. Shapes are soft, never sharp, and never perfectly geometric where a hand-made edge is possible.
12-column grid, 1,080px max content width. Section gaps 96px desktop, 64px mobile. 16px side gutter on phones.
Buttons fully rounded, like the rim of a pot. Cards 14px. Inputs 6px. Product images square-cornered or 14px, never circles.
1px hairlines in a warm clay tone (#DCCFBE) instead of shadows. No drop shadows anywhere except on photographed pots.
A product card, a Drop Day announcement, and the maker's card that goes in every box. The same rules work on the site, in email and on Instagram.
Two hundred pots, each one glazed by hand in her studio. Club Collectors can shop from Tuesday, Regulars from Wednesday.
This Pott was thrown and glazed by hand, so no two are quite the same. Keep it for good. When the candle is done, we'll send the next scent.
The partner brings their name, their glaze and their story. Pott brings the frame. As long as the fixed parts below stay put, a collab with a Cornish potter, a tomato grower or a big-name designer all look like they belong on the same shelf.
The pottery process is the most convincing thing Pott owns and it barely appears today. Four shots every drop and every season, all in warm, natural light.
Real makers named on screen. Real homes, lived-in. Late-afternoon and lamp light. Glaze close-ups where you can see the drips and speckles. Women in their 40s to 60s, like the people who buy.
White studio sweeps. Floating products. Dried-flower flat lays that look like every candle brand. A pot burning in an empty room (never shown unattended).
The voice rules already exist in the brand messaging doc and Ailis's feedback. The visual rebrand should sound like this.
| Rule | Say | Not |
|---|---|---|
| Say what it is | Amber is here for autumn. | Fill your home with the warmth of autumn. |
| Credit the maker | Thrown by hand in Emily's studio in Cornwall. | Artisan-crafted luxury. |
| Saving, never guilt | Buy the Pott once, then you're only buying the candle. | Stop sending jars to landfill. |
| Name it properly | A Fig candle refill for your Pott. | The Fig Pott. |
| Suggest, don't push | And then whatever scent you fancy next... | Don't miss out. Only 3 left! |
A larger brand buys customers, margin and assets they can scale without the founder in the room. This rebrand is designed to turn things that live in people's heads into things written down and owned.
The stamp, the "o" mark, the word "Pott" for the vessel and the glaze names. Each is simple, registrable and recognisable on a shelf with no logo visible.
Fixed core plus rotating glaze means a new team can run seasons, drops and collabs from this guide without inventing a look each time.
Open-licence fonts and in-house marks. Nothing to renegotiate at sale. Collab contracts should give Pott perpetual use of the drop photography.
Every drop numbered, every maker credited. Over three years that becomes a back catalogue with resale interest, which is what makes a brand feel collectible rather than seasonal.
Shop-only pots plus the QR maker's card means wholesale grows Pott's own customer list instead of handing it to the shop.
"Candle studio" can later hold diffusers, wick trimmers, tableware or a second brand. "Pott Candles" would box it in. Consider leading with Pott alone.
Don't relaunch in the middle of Q4. Test the look on paid traffic first, then roll it out when there's proof it doesn't hurt conversion.
Open questions before this goes to Ailis: the glaze hex values need matching to real photos of the pots; "handmade in Britain" should be confirmed for every pot shape (the Octagon may be made differently); and the trademark check above. The positioning and voice are unchanged from the existing brand messaging doc, so this is purely a visual change.