Monoware marketing strategies - inspirations for building brand identity, emails and journal content

Post by
Mehdi Boufous
Monoware marketing strategies - inspirations for building brand identity, emails and journal content

Monoware is a British tableware brand that designs and creates modern tabletop essentials for every day. They believe that everyone should have a set of tableware for keeping. Simplicity, elegance in design, and durability are the values they uphold with every piece of plate, cup, bowl, and jug in their collection.

Today, we are giving you a glimpse of the brand’s marketing style:

  1. How they build a brand identity on their website
  2. Minimalist yet creative way to display products
  3. The kinds of email newsletters they send out to subscribers
  4. The content they deliver in their journal

1. Branding on point and an efficient UX around every corner of the website

Brand identity is the set of ideas and values that you want your audience to associate with your brand. The goal here is to create a strong brand identity that will help a great deal in persuading customers that your company is reliable and trustworthy. The website is a key component of a business's online presence.

What we like:

We looked closely at every page of Monoware’s website and we noticed that everything is synchronized with their brand identity. 

They make sure that their site is consistent with their brand’s personality and approach. This way, they do not confuse their audience. When people visit their website, they can immediately figure out what they stand for - that is no doubt, simplicity, and elegance throughout their product design.

Sticking to the concept of simplicity, Monoware did not put many things that can overwhelm their site visitors. This minimizes the risk of them leaving the site too early. A few illustrative elements and short, simple texts can sometimes be enough to convey your brand’s message - who you are and what you do.

Some helpful points:

  1. Color choice - the look and feel of their website corresponds to the color of the items they sell (i.e. white, gray, neutrals)
  2. Fonts - short, simple with readable size
  3. Photos and graphic design - minimal design, same layout, and background colors

Now, let’s take a look at their current website copy and learn a thing or two. 

On Panoramata, we keep track of brands’ entire homepage copy and some important pages on their site, along with all marketing insights. It comes in two versions - desktop and mobile view. The platform produces a new copy each time the brand makes changes to their website (images, texts, layout) so you’ll get an updated snapshot too.

Here’s how it looks:

2. Minimalist yet creative way to display products

Monoware offers tools to be creative at home in cooking dishes, thus the simple design of their products matches the message they convey. Again, showing their brand identity.

This is the same concept we saw on their Collections Page. The products are presented with a plain white background, either front or side view. And when you hover your mouse over a particular item, a fruit or vegetable will appear. This makes the visual presentation not boring. At the same time, it gives an idea about the size and depth of each product based on the food shown. 

This goes to show that minimalism and creativity can be both applied. So it’s just the right blend of visuals.

3. Clear images to showcase the products

The better quality images you have on your website, the better experience you can provide your customers.

Photos are easier to understand than written content. So if you can make your images speak for themselves, the better you can communicate your message.

What we like:

Monoware used the power of photography to show the product design, size, form, and ideal use. They use the correct shot angle that will not strain your eyes, and just the right amount of elements to make the picture engaging. 

The images below clearly show the details of the tableware such as design, size, and thickness. 

4. A thoughtful way to deliver valuable content to the audience

It is also nice to look at Monoware’s email campaign. They send out 2-3 emails each month to their newsletter subscribers.

Early this year, they sent a New Year note from their Founder and Creative Director.  

Here’s an excerpt from the email copy:
Life is full of complications. So we've found that a good remedy is to indulge in simplicity. Because there's an art to elevating the ordinary. From the simple pleasure that brings a sense of calm, to the ordinary object with a story. And that's what we'll be exploring in our newsletters this year. 

From then on, they sent one email each month with this type of content. They call it “A Simple Pleasure”. The subject also implies simplicity, one of the brand messages they repeatedly mention.

Here are the subject lines and topics they used so far:
A Simple Pleasure: Breakfast In Bed
A Simple Pleasure: Washing The Dishes
A Simple Pleasure: Arranging Flowers
A Simple Pleasure: Cooking With Friends
A Simple Pleasure: Laying The Table
A Simple Pleasure: That Holiday Feeling
A Simple Pleasure: Take a Staycation

What we like:
The email campaigns they use also provide valuable pieces of information about daily lives. What we love about their emails are the good vibes it radiates as we read quality content. It is not just pertaining to the product but also to the essence of having and using those products in their homes. Providing “good reads” to your audience will make them feel valued. When they love what they have read, they develop a relationship with your brand and eventually convert to being loyal customers. 

Here's one email example:

5. A Journal that inspires through real conversations

What inspires better than real stories from real people? That’s one of the concepts Monoware use to capture their audiences’ attention.

In their Journal (which also serves as blog posts), Monoware publishes editions where they write about their personal talk with a few chef, baker, food writer, garden designer, recipe writer, and others in the parallel industry. It comes in a form of question and answer format. 

What we like:
It’s always enjoyable to read insights about a personality or a profession that interests you like the ones mentioned above. The series of inspirational talks among personalities is also a means of building a community that shares a common interest and passion. 

Don’t forget the “magic question” they consistently ask at the end of the interview with every House Guest - What’s your favourite piece in the Monoware collection? - it is showing support for the brand and its products, a way to encourage people to try the same piece.

Do you also know a brand that inspires you? We’d love to hear your good reviews - any industry, really.