The S.M.I.L.E. Test: Alewine Pottery

In case you missed it, we put out a post on the “Smile or Scratch” test for your company name last week. You can read it here.

An easy pick for a S.M.I.L.E. example is Alewine Pottery.

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Simple ☑ Meaningful ☑ Imagery ☑ Legs ☑ Emotional

Alewine is the family name. It is also a simple compound word (a combination of two common words): ale and wine.

As a craft business led by a master potter, it’s common for potters to be known by their name.

The brandmark is a red leaf, namely because the brand is in the Smoky Mountains and most of their traffic is via tourism and mountain visitors. Most of their visitors come during the fall when the leaves change, the time when the mountains are the most colorful and the views are spectacular.

Finally, Alewine is written in a “script font” because it’s personal. A unique part of the personal brand is that the potters sign their names to the bottom of all the pottery.

Beautifully and without too much thought or strategy required, this brand checks all the boxes.

Robert Alewine is a master Potter and has been a proud business owner for over 30 years. So it’s no surprise that the Alewine brand earns a  S.M.I.L.E.


Jason Manarchuck is the Founder & Growth Strategist behind SPROUT Consulting.  Jason gets jazzed when sharing his unique perspective with leaders so they can use it as a point of leverage in their lives, families, and organizations.

Jason brings over 20 years of consulting and leadership experience focused on the growth and development of leaders and brands in a variety of industries.  He seeks to share his creative and strategic perspectives with owners and stakeholders so they can add it as leverage for leading toward a desired future.

Jason Manarchuck