Happy Potter: Product Designer Phoebe Mason on how Pott’d creates its air-dry-clay kits

Phoebe Mason, thanks for joining me! For the uninitiated, who are you – and what’s your job title?
Hi! I’m Phoebe and I’m a Product Designer with over five years of experience in the Toy and Arts & Crafts industry. Earlier this year, I joined Pott’d, an online brand that specialises in home pottery.

Let’s dive right in! What kind of product does Pott’d create?
Pott’d creates everything air-dry clay! We create craft kits with everything you need to make your own clay pieces at home without using a kiln, whether you’re a beginner or a pro. Our biggest seller is the Home Pottery Kit which includes clay, tools, paints and lots of helpful tips and inspiration.

Perfect! And the product looks amazing, so I’ll pop in a photo of that here. What else?
We also offer extra accessories like craft mats, aprons, and our signature ‘Super Clay’ – all available separately. Plus, we have our Pott’d Paintables range… That lets the user design and paint a whole variety of ceramic items such as mugs, frames or vases.

I notice the packaging and branding is all quite relaxing; quite subdued. Who’s the ideal audience?
Our ideal audience is anyone who wants to create! We cater to a wide range of customers with different goals and abilities – whether they’re looking for mindful time for themselves, trying out a new hobby, or even seeking a fun bonding activity for family time or date nights. There’s truly something for everyone.

You’re right about the packaging, though! It’s designed to be calm but playful, reflecting the experience we hope our customers have. We’ve seen people really resonate with this approach, and our mascot – Clayton – has become a beloved part of that connection.

Let’s get the obvious pun out of the way – what’s the company’s Pott’d history?
Pott’d was founded in 2020 by Frankie Thorogood during a time when many people were spending more time indoors. The idea was to create an alternative to screen time and encourage a reconnection with creativity. After experimenting with different crafts, the therapeutic nature of working with air-dry clay stood out. What began as a kitchen table hobby quickly evolved into a full-fledged business.

Oh! I didn’t realise it was such a new company… 2020, did you say?
Yes. And since then, we’ve helped over 100,000 people get creative, been featured in numerous magazines, built a vibrant creative community on social media, and even launched our own YouTube show and podcast.

Brilliant. Tell me, Phoebe: when you’re looking to create new products, what’s the process?
I usually start with a trend – whether it’s flicking through social media, reading up on trend forecasts or even scoping out design-led trade shows. From there, I dive into customer research, thinking about what they want from products –
and even chatting with customers to understand why they made their purchase. Using those insights, I brainstorm and sketch out or make samples of multiple ideas before presenting them to the wider team…

Once we’re all happy I’ll provide all the information to the factory – such as cost sheets, 3D models and artwork. I’d then work with expert clay creators, and they provide us with great insights and make the sample we take to the photoshoot. We iron out any details and test pre-production samples to help us get it all produced and looking great online!

Great summary! Thank you. And how do you stay creative?
Being a designer keeps me creative to be honest! Constantly coming up with new product ideas really plays into everyday life as you’re inspired by what’s around you. I’ve also been really getting into clay since being at Pott’d and making my own little crafts at home and with my friends – there’ll be lots of homemade Christmas presents this year for sure!

Perfect. Finally, then… What’s the most interesting object in your office or on your desk?
Anyone who knows me well knows I love cute and kitsch homeware, so I have a lot of lucky cats and Hello Kitty keepsakes dotted about my home office!

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