Brand Tone

Artistic & Passionate, Conscious & Ethical, Personal & Authentic, Playful & Creative, Advocative & Empowering

Brand Values

• •Sustainability
• •Craftsmanship & Quality
• •Individuality & Self-Expression
• •Joy & Positivity
• •Community & Support
• •Local Production (German context)

Best Practices

• •Embrace Imperfection and Authenticity: Don't be afraid to show the 'human' side of the brand. Share the maker's story, the occasional "chaos" of a small business, and the passion behind the products. This builds trust and relatability.
• •Weave in Values Naturally: Instead of just stating "we are sustainable," explain *how* (e.g., "crafted from yarns that would have otherwise been forgotten"). Connect the products back to the core values of upcycling, craftsmanship, and joy.
• •Use Warm, Inviting, and Slightly Playful Language: Words like "joy," "love," "vibrant," "treasure," "dream up," and even brand-specific terms like "mausig" (if targeting the German audience or explaining its ethos) can convey the brand's personality. Keep it approachable and friendly.
• •Highlight the "Handmade" and "Unique" Aspects: Continuously remind the audience that these aren't mass-produced items. Use phrases like "one-of-a-kind," "small batch," "crafted just for you," "statement piece." This justifies the price point and appeals to the desire for exclusivity.
• •Engage and Build Community: Ask questions, respond to comments personally, and use inclusive language ("we," "us" – referring to the brand and its community). When discussing topics like mental health or supporting artists, do so with sincerity and connect it back to the brand's ethos of bringing positivity and supporting creativity.

Social Perception

Positive & Appreciative, Niche Appeal, Artisan-Focused. The dual German/Italian presence might create some confusion for a global audience if not clarified, but currently seems to cater to distinct markets or reflects the maker's connections.

Copy Examples

• •Headline: Wear Your Joy: One-of-a-Kind Crochet, Crafted with Love & Purpose. Body: Each Pullunder Bluete piece isn't just handmade; it's a vibrant story woven from upcycled yarns and a passion for sustainable style. Find a treasure that speaks to you and add a pop of conscious color to your world. #PullunderBluete #HandmadeWithHeart #SustainableFashion
• •Instagram Post Caption (showing a colorful sweater): Chase away the grey! ✨ This [Sweater Name] is lovingly crocheted from rescued yarns, ready to bring warmth, joy, and a touch of unique artistry to your wardrobe. DM to make it yours or dream up your own custom color story! #WearTheChange #UpcycledFashion #CrochetLove #StatementPiece #EmilieMadeIt
• •TikTok Video Idea (showing yarn scraps transforming into a product): From overlooked to overwhelmingly lovely! 💖 We believe every thread has a future. Watch how we give forgotten yarns a vibrant new life. Supporting Pullunder Bluete means supporting creativity, sustainability, and a woman-owned dream! #SmallBizMagic #UpcyclingJourney #HandmadeRevolution #PullunderBluete #CreativeProcess
• •Website Product Description Snippet: More than just a [product type], this is a little piece of Pullunder Bluete – thoughtfully designed and handcrafted in [Cologne/Italy, depending on context] using materials that are kind to our planet. It’s made to be loved, worn, and to remind you that beauty can be found in the most unexpected places. #SlowFashion #EthicallyMade #UniqueFind
• •Promotional Email Subject: Psst... Your Next Favorite Thing is Waiting (and it's made with good vibes!) Body: Hey [Customer Name], at Pullunder Bluete, we're all about creating pieces that feel as good as they look. Discover our latest handmade treasures, crafted with upcycled materials and a whole lot of heart. Because style shouldn't cost the Earth. P.S. Did you know we also [mention workshops/custom orders/a specific value like mental health advocacy]?