Brand Tone

inspiring, passionate, and community-oriented

Brand Values

• •quality
• •sustainability
• •transparency

Best Practices

• •Emphasize Storytelling: Every piece of copy should tell a part of the Babaam story, whether it's about the origin of the yarn, the design process, or the community of makers.
• •Use Evocative and Sensory Language: Describe the feel, texture, and quality of the yarn to create a tangible sense of the product for the online customer.
• •Maintain a Consistent, Passionate Tone: The voice should always be knowledgeable, inspiring, and approachable, reflecting a shared love for the craft.
• •Highlight Core Values: Consistently integrate key values like sustainability, quality, and community into all marketing and communication materials.
• •Engage with the Community: Actively foster a sense of community by encouraging user-generated content, featuring customer projects, and participating in conversations within the knitting world.

Social Perception

premium, aspirational, and trustworthy

Copy Examples

• •Meet our new worsted weight yarn, crafted from the fleece of Merino sheep. Soft, durable, and a joy to work with, it’s the perfect foundation for your next heirloom project. Discover the story behind the fiber.
• •Your creativity inspires us. We love seeing your #Babaam projects, from the first stitch to the final piece. Share your work with our community and tag us for a chance to be featured. Let's create something beautiful together.
• •We believe in yarn with a story. From the pastures where our sheep graze to the local mills that spin our fiber, we are committed to sustainable practices and a transparent supply chain. Because what you create with deserves to be crafted with care.
• •Knitting is more than a hobby; it's a mindful practice that connects us to tradition and creativity. Each stitch is a moment of intention, a step in a journey of creation. Find your rhythm, embrace the process, and let your hands tell a story.
• •A special treat for our community. For a limited time, enjoy complimentary shipping on all orders. It's our way of saying thank you for your support and for being a part of the Babaam family. Stock up on your favorite yarns and start your next project on us.