Brand Tone

Personal, Passionate, and Community-focused. The language used is warm, encouraging, heartfelt, and educational, centered on sharing the joy of crochet and promoting its mental wellness benefits.

Brand Values

• •Quality Craftsmanship
• •Community and Connection
• •Passion and Joy
• •Inclusivity and Patience
• •Inspiration from Nature and Culture

Best Practices

• •Lead with Passion: Always start from the "why." Whether writing a product description or a social media post, infuse it with the genuine love and passion for the craft that the brand was built on.
• •Use "We" and "Our Community": Employ inclusive language that makes customers feel like part of a collective. Refer to workshops and products as shared experiences that build a "tight-knit community."
• •Tell Personal Stories: Share anecdotes, like the story of teaching juniors from an alma mater. This humanizes the brand, builds connection, and reinforces the personal, heartfelt tone.
• •Emphasize the "Handmade" Aspect: Consistently highlight the value of craftsmanship. Use words like "mindful," "stitched with care," "hand-selected," and "quality" to differentiate from mass-produced goods and manage expectations for production time.
• •Focus on the Emotional Benefit: Frame products and workshops not just by their features, but by the feelings they evoke The best practices for maintaining a consistent brand tone are: joy, calm, satisfaction, connection. Copy should answer: "How will this make the customer's life brighter?"

Social Perception

Highly positive, viewed as a genuine, passion-driven small business dedicated to its craft and customers. Perceived as a source of high-quality handmade items and a welcoming hub for learning and creativity, fostering a loyal and appreciative community.

Copy Examples

• •Rediscover the joy of creating with your own two hands. Join our weekend crochet workshop and unravel the simple, calming art of the stitch. No experience? No problem. Just bring your curiosity, and we'll provide the rest. Let's make something beautiful together.
• •This isn't just a bag. It's a story woven from Japanese-inspired fabric, hours of mindful stitching, and a deep love for craft. It's a unique piece of art, made to bring a little brightness to your everyday. Carry something made with heart.
• •Remember the quiet satisfaction of finishing a project? That's the feeling we chase every day. From our hands to your home, each crochet piece is a little bundle of joy. #HandmadeWithLove #ArtAtHearts #CrochetCommunity
• •It started with a single thread and a simple passion: to create and to share. Art At Hearts is more than a store; it's a community built around the timeless art of crochet. We believe in quality, patience, and the power of a handmade gift to brighten someone's day.
• •Looking for a gift that truly means something? Our handmade crochet creations are crafted with care, designed to be loved for years. For a limited time, enjoy 15% off all orders and give a gift that comes straight from the heart.