Brand Tone

serene, premium, and authentic

Brand Values

• •Purity and Quality
• •Connection to Origin
• •Craftsmanship
• •Sustainability

Best Practices

• •Always Tell the Origin Story: Every piece of copy should, where appropriate, link the product back to its origin. Use evocative words like "Patagonia," "Chilean," "Villa Tehuelches," and "natural landscape" to reinforce the brand's core identity.
• •Use a Sensory and Refined Vocabulary: Focus on words that evoke touch, sight, and emotion —such as "unparalleled softness," "lustrous," "vibrant," "serene," and "authentic." Avoid overly casual slang or aggressive sales language to maintain the premium tone.
• •Emphasize Quality Through Details: Consistently mention the technical attributes that matter to connoisseurs: "100% Pure Merino," "Superwash," specific micron counts, and "mulesing-free" (if applicable) to prove the product's superior quality.
• •Maintain a Calm and Confident Tone: The brand's voice should be that of a quiet expert. The copy should be informative and assured, guiding the customer rather than pushing them. This builds trust and aligns with the serene aesthetic.
• •Let Simplicity Speak Volumes: The copy should be as clean and uncluttered as the website's design. Use concise, elegant sentences. High-quality photography of the wool should do most of the talking, with the text providing essential, value-adding context.

Social Perception

A niche, high-end supplier for serious knitters and fiber artists who prioritize material quality; perceived as an exclusive or "hidden gem" brand due to limited online presence.

Copy Examples

• •The Soul of Patagonia, Spun into Every Strand. Discover the unparalleled softness of pure Merino wool from Villa Tehuelches.
• •Our Superwash Merino yarn is a testament to its origin. Sourced from the pristine landscapes of Chilean Patagonia, its exceptional softness and vibrant color retention make it the perfect foundation for projects that will be cherished for generations.
• •Bagual Wool is more than yarn. It is a tribute to the wild beauty of Patagonia and a commitment to pure, natural quality. We bring the tranquility and authenticity of the world's southern edge directly to your hands.
• •The color of a Patagonian sky, the softness of its clouds. Our 100% Merino wool is ready for your next creation. What story will you tell? #BagualWool #PatagonianWool #LanaChilena #KnittersOfInstagram #SlowFashion
• •A Touch of Patagonia: Experience Our Purest Merino Wool.