Brand Tone

Artisanal & Passionate, Calm & Mindful, Nature-Inspired & Organic, Personal & Authentic, Ethical & Conscious, Nurturing & Inspiring

Brand Values

• •Artisanship & Quality
• •Natural Beauty & Sustainability
• •Mindfulness & Well-being
• •Creativity & Inspiration
• •Community & Connection
• •Authenticity & Transparency
• •Ethical Practices

Best Practices

• •Embrace Sensory Language: Use words that evoke touch, sight, and emotion.
• •Tell the Story: Share the inspiration behind colorways, the journey of the fibers, or the mindful process of dyeing. This builds connection and reinforces the artisanal, personal nature of the brand.
• •Maintain a Gentle, Nurturing Voice: Avoid overly aggressive sales tactics or hype. Instead, focus on inspiring, encouraging, and gently guiding the customer. The tone should feel like a supportive friend who shares a passion for craft.
• •Highlight Ethical and Natural Aspects Subtly but Consistently: Weave in mentions of mulesing-free wool, natural fibers, and sustainable practices naturally within product descriptions and storytelling, rather than as standalone, preachy statements. This reinforces core values authentically.
• •Foster Community and Connection: Use inclusive language ("we," "our community," "fellow crafters"). Ask questions in social media posts to encourage interaction. Frame crafting not just as a solitary activity but as a shared passion that connects people.

Social Perception

High-Quality & Luxurious, Artistic & Unique, Inspiring & Aspirational, Trustworthy & Passionate, Ethically Minded, Part of a Community

Copy Examples

• •Product Description (New Yarn Collection): Immerse yourself in 'Whispers of the Meadow,' our latest collection of hand-dyed yarns. Each skein is a gentle echo of sun-dappled fields and wildflowers, spun from the softest, ethically sourced merino. Let these serene hues guide your needles to create something truly heartwarming.
• •Instagram Post (Behind the Scenes): Sunrise hues blooming in the dye pots this morning. There’s a quiet magic to watching these colors come alive, a gentle reminder of nature's artistry. We can’t wait to share this new warmth with you. What does this palette inspire you to create? ✨ #HumanaLana #HandDyedYarn #ArtisanalYarn #SlowCraft #MindfulMaking
• •Email Newsletter Subject: Find Your Calm: New Soothing Shades Have Arrived at Humana Lana. Email Body Snippet: Dear Crafter, In a world that rushes, we invite you to slow down. Discover our newest hand-dyed treasures, each created with intention and a deep love for natural fibers. Wrap yourself in colors that soothe the soul and inspire your next mindful creation...
• •Website Banner Text: Humana Lana: Weaving a Gentler World, One Consciously Crafted Skein at a Time.
• •Social Media Ad Copy: Seeking more than just yarn? Discover Humana Lana – where every hand-dyed skein tells a story of nature, artistry, and mindful crafting. Ethically sourced, lovingly dyed. Begin your next cherished project today. [Link to shop]