Overview

Clae Casa is a contemporary ceramics studio grounded in material honesty and handmade process. Working primarily with clay in its raw, elemental state, the studio creates ceramic forms that celebrate imperfection, texture and organic movement. The brand needed to reflect the same sensibility found in the work itself, natural, grounded and quietly expressive.

The Challenge

The challenge was to create a brand identity that felt tactile and considered, without over-polishing the craft. Clae Casa wanted to communicate the raw materials of pottery, the hand-shaped forms, the subtle irregularities and the calm that comes from working slowly with clay. The brand needed to feel organic and timeless, while remaining contemporary and refined.

The Approach

Our approach began with the material language of ceramics itself. We drew inspiration directly from clay, glaze, kiln marks and the fluid forms created through hand-building and wheel-thrown processes. The identity was shaped around softness rather than sharpness, restraint rather than decoration.

Organic shapes became a key visual motif, echoing the natural curves and asymmetry found in Clae Casa’s ceramic pieces. A muted, earthy colour palette was developed to reflect raw clay bodies, mineral-rich glazes and the tonal variations created through firing. Typography was kept understated and balanced, allowing texture and form to take precedence.

Throughout the brand system, negative space and subtle imperfections were embraced to mirror the handmade nature of the work, reinforcing authenticity and craft.

The Outcome

The final brand identity positions Clae Casa as a ceramics studio rooted in process, material and form. The brand feels calm, grounded and tactile, creating a seamless connection between the objects being made and the story behind them.

Rather than competing with the ceramics, the identity acts as a quiet framework that enhances them, allowing the raw beauty of clay and organic shape to remain at the forefront. The result is a cohesive brand that feels natural, intentional and enduring, much like the pieces themselves.