Making imperfect the first choice
A campaign and webshop that turned factory seconds into the hero range.
- Client
- Kind Ceramics
- Year
- 2023
- Services
- Campaign, Photography direction, Webshop
The challenge
One in seven pieces from Kind's Aarhus workshop came out with a pooled glaze or a slight lean. They were sold quietly at a discount, which made customers think the whole brand was second-rate, and the stock kept piling up.
The idea
"Made by hand, kept by you." We stopped calling them seconds and named them Ones. Each piece got a numbered tag and a short note from the potter explaining what makes it unique. The campaign photographed the flaws in close-up, in daylight, on real kitchen tables.
Results
- DKK 1.9MRevenue from the Ones range in the first eight weeks
- 6.4%Webshop conversion, up from 2.9%
- 11 daysTo sell out the autumn drop of 640 pieces
