Brand Tone

approachable, creative, and encouraging

Brand Values

• •Sustainability & Eco-Consciousness
• •Craftsmanship & Quality
• •Creativity & Community Empowerment
• •Family & Authenticity

Best Practices

• •Lead with Your Values: Always anchor your copy in sustainability, craftsmanship, and creativity. Whether it's a product description or a social media post, find a way to connect back to what makes the brand special (e.g., "sewn by our mother-daughter team," "made from renewable cork bark").
• •Speak to Both Audiences: Tailor your messaging. Some content should target the end-consumer looking for a finished bag ("Your perfect vegan tote awaits"), while other content should speak directly to the crafter ("Our most popular pattern is back in stock!").
• •Use an Encouraging and Inclusive Voice: Frame your copy to be empowering. Use phrases like "You can make this," "Perfect for all skill levels," and "Join our community of creators." This builds confidence and fosters loyalty.
• •Show, Don't Just Tell: Leverage video and high-quality images to bring the handmade and sustainable story to life. Show the texture of the cork, the behind-the-scenes process, and the final products in use. The visual content should always reflect the clean, bright, and modern aesthetic.
• •Maintain a Conversational Style: Keep the tone friendly and approachable. Ask questions in your captions, use tasteful emojis to add personality, and share the personal story of the brand. This creates a human connection that resonates more than a corporate voice.

Social Perception

Highly positive, aligning with the broader market for cork and vegan accessories. Customers and crafters praise products for being lightweight, stylish, and durable. Perceived as innovative, responsible, and a key resource for the niche crafting community due to their focus on patterns and supplies.

Copy Examples

• •Ready for a weekend project that blooms? 🌼 Our new Cork Daffodil DIY Kit is here! We provide everything you need—from the sustainable cork fabric to our easy-to-follow pattern—so you can create your own everlasting flower. Perfect for crafters of all levels. Tap to shop the kit and start creating!
• •Style That Feels Good. And Does Good. Meet your new favorite bag. Handmade from sustainable cork, it’s lightweight, water-resistant, and 100% vegan. Our mother-daughter team designs every piece with care for you and the planet. Shop our collection of eco-friendly cork bags and accessories today.
• •The 'Ellis' Bifold Wallet - Digital Sewing Pattern. Ready to sew a wallet that’s as functional as it is stylish? Download the Ellis Bifold Wallet pattern and create a sleek, professional-looking accessory from cork fabric. This pattern is packed with step-by-step instructions and photos, perfect for the confident beginner. Features include 6 card slots and a cash pocket. Grab your pattern and show us what you make! #CorkAndThread
• •Create More, Save More ✨ 20% Off All Patterns! Hi [Name], Feeling creative? To thank our amazing community of makers, we’re offering 20% off all digital wallet and handbag patterns for a limited time! Whether you’re a seasoned pro or just starting your cork-sewing journey, we have a pattern for you. Find your next project and bring it to life with sustainable style. The discount is applied automatically at checkout.
• •The magic of handmade! ✨ #corkfabric #sewing #veganfashion. Handmade with ❤️ | Sustainable Cork Fabric | From our hands to yours