ARCANUM is a modern youth-oriented brand of porcelain tableware in the popular dreamcore style. Every item in the store is handmade by ceramic artists. The whimsical forms of the products, fascinating in their uniqueness, are designed to leave no one indifferent.
Introduction
ARCANUM’s positioning is based on a combination of handmade ceramics, dreamcore aesthetics, and unusual forms. The brand presents porcelain tableware as expressive objects for interiors, table setting, and personal collections. ARCANUM cups, plates, and teapots remain functional tableware, while also becoming visual accents with their own character.
ARCANUM’s target audience is a young, visually oriented audience that values individuality, an authorial approach, and unconventional interior objects. The brand may primarily appeal to students and professionals in creative industries, artists, designers, ceramic collectors, as well as customers who choose unique aesthetic objects rather than mass-produced products. For this audience, tableware is part of a lifestyle and a way to express individuality.
Communication Channels
ARCANUM uses several communication channels that shape a coherent public image of the brand. The main channel is the website. It contains the brand description, collections, visual concept, product information, and contact details. The website works as the official platform through which the audience gets a basic understanding of the brand, its style, and its values.
The ARCANUM Telegram channel is the main tool for regular contact with the audience. It publishes product photos, collection announcements, brand news, behind-the-scenes materials, and information about product availability. This format is suitable for direct and personal communication. Subscribers receive updates without unnecessary noise and can quickly respond to new posts.
Link to Telegram: https://t.me/ARCANUM_shop
Pinterest spreads ARCANUM’s visual style among an audience looking for ideas related to interiors, table settings, ceramics, and unusual objects. For the brand, this channel works as a space for inspiration. Product images are saved to mood boards and then spread further within visual communities.
Link to Pinterest: https://pin.it/2vE1bTLMm
ARCANUM’s main message is that porcelain tableware can be a form of self-expression, not just a household object. The brand aims to establish the idea that handmade ceramics can be unusual, emotional, and contemporary. After interacting with ARCANUM’s communication, the viewer should remember the brand as a youth-oriented dreamcore project where tableware becomes part of personal aesthetics and visual taste.
Feedback from the audience is formed through comments, reactions, reposts, direct messages, and user-generated content. The audience asks questions about the products, shows interest in item availability, reacts to new forms, and shares the brand’s visuals in their own collections. This feedback helps ARCANUM understand which objects attract more interest and which visual solutions work better for brand recognition.
ARCANUM’s PR strategy is based on visual storytelling, aesthetic differentiation, and community management. The brand builds a recognizable atmosphere around its products — soft, mysterious, and slightly surreal. Through the website, Telegram channel, and portfolio, ARCANUM forms the image of an authorial handmade ceramics brand for an audience that values individuality, rare visual solutions, and objects with character.
Theoretical Framework
The theoretical framework of the project is based on the semiotic tradition and the dialogic theory of PR, since ARCANUM’s communication is built around visual meanings and interaction with the audience.
The semiotic tradition is used to analyze ARCANUM’s visual communication. Within this theory, the brand’s products are viewed as a system of signs: through material, form, and visual presentation, the brand communicates ideas of individuality, an authorial approach, and aesthetic self-expression. This helps explain how ARCANUM creates a recognizable image and differentiates itself from the mass market.
The dialogic theory of PR is used to analyze ARCANUM’s relationship with its audience. The brand’s communication is built through the website, Telegram, and Pinterest, where the audience receives information, reacts to publications, and interacts with the brand. Feedback helps ARCANUM understand audience interest and maintain a community around the brand.
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Literature and Sources
