Brand Tone

welcoming, passionate, and community-oriented

Brand Values

• •Passion for Craft
• •Community Building
• •Quality and Curation
• •Creativity and Inspiration
• •Support and Education

Best Practices

• •Use "You" and "We": Address the customer directly and use "we" to foster a sense of a shared journey and community. This makes the brand feel more personal and less corporate.
• •Focus on Feelings and Experiences: Instead of just describing a product's features, describe the feeling it evokes. Talk about the "softness" of the yarn, the "pride" in a finished project, or the "fun" of a workshop.
• •Tell a Story: Every product has a story. Whether it's the origin of the wool or the inspiration for a particular colorway, storytelling adds depth and emotional connection to the brand.
• •Be Encouraging and Inclusive: Use language that welcomes beginners and celebrates crafters of all skill levels. Phrases like "perfect for your first project" or "a fun challenge for the experienced knitter" can make everyone feel included.
• •Maintain Authenticity: The passion for knitting is the brand's greatest asset. Let that genuine enthusiasm shine through in all communication. Share personal projects, favorite patterns, and what the team is currently excited about to build a relatable and trustworthy brand identity.

Social Perception

charming, local, and expert resource for the knitting and crafting community

Copy Examples

• •Unwrap a world of color and texture. Our new collection of hand-dyed merino wool is waiting to be transformed. Each skein tells a story—what will yours be?
• •Always wanted to knit? Let's start together. Join our cozy, no-pressure beginner's workshop and go from zero to your first scarf. All you need is enthusiasm—we'll provide the rest!
• •Your next project starts here. At Cosy Yarns and Gifts, we're passionate about providing the most beautiful yarns and inspiration for your creative journey.
• •A Gift for You: Find Your Weekend Project Inside!
• •More than a yarn store, we're a community. A place to share, learn, and fall in love with the art of knitting. Welcome to the family.