Brand Tone

Inviting & Welcoming, Enthusiastic & Passionate, Community-Oriented, Helpful & Supportive, Contemporary & Creative

Brand Values

• •Quality & Craftsmanship
• •Local Support & New Zealand Identity
• •Creativity & Inspiration
• •Comfort & Coziness
• •Community & Connection

Best Practices

• •Embrace "Cozy" and "Welcoming" Language: Consistently use words like "cozy," "warm," "inspired," "community," and "create." Ensure a friendly, approachable, and encouraging voice across all communications.
• •Highlight New Zealand Origin and Local Talent: Regularly feature "Kiwi yarns," NZ-made products, and collaborations with local designers or artisans to reinforce the brand's local identity and support for the community.
• •Show, Don't Just Tell, the Passion for Craft: Use enthusiastic and descriptive language when talking about yarns and projects (e.g., "squishy gloriousness," "vibrant hues," "deliciously soft"). Share the story behind the products or makers.
• •Foster a Sense of Community: Encourage interaction on social media, share customer creations (with permission), and promote knitting events or groups. Frame the brand as a hub for knitters.
• •Maintain Visual Consistency with Tone: Ensure that photography and visual branding elements (on the website and social media) reflect the "cozy," "creative," and "quality-focused" tone of the copy. Think warm lighting, appealing textures, and inspiring project imagery.

Social Perception

Positive among crafters and local community, Supportive of local artisans, Trusted resource, Distinct from "Cozy Knit Sets" clothing issues

Copy Examples

• •Instagram Post (Image: A vibrant flat lay of hand-dyed New Zealand merino yarn): Dive into a world of colour and texture! 🌈 Our latest collection of hand-dyed Kiwi merino has just landed at The Knit Nook. Perfect for that special project you’ve been dreaming of. What will you create? #TheKnitNook #NZMade #HandDyedYarn #Knitspiration #CraftYourStory
• •Facebook Ad (Targeting: Knitting enthusiasts in New Zealand): Your cozy crafting corner awaits! ✨ Discover a haven of exquisite yarns, unique patterns, and all the knitting essentials you need at The Knit Nook. From luxurious local alpaca to vibrant hand-dyed skeins, find your next inspiration with us. Visit theknitnook.com today and let’s get knitting! #KnitNZ #SupportLocalNZ #YarnLove #TheKnitNook
• •Website Homepage Banner: The Knit Nook: Your coziest stop for beautiful Kiwi yarns and knitting inspiration. Explore our handpicked selection and join our creative community!
• •Email Newsletter Snippet (Subject: Fresh from the Dye Pots! ✨): Hello fellow knitters! This week, we're thrilled to feature stunning new arrivals from [Local Artisan Name], showcasing the incredible talent of our Kiwi crafting community. [Link to product]. Plus, don't miss our upcoming [Event Name] – a perfect chance to connect and create! #CommunityKnits #TheKnitNookMagic
• •Product Description (for a knitting kit): Create your own piece of cozy! Our [Product Name] kit includes everything you need: beautifully soft, locally sourced [Yarn Type] yarn, easy-to-follow instructions, and the joy of making something truly special. Perfect for a relaxing weekend project or a heartfelt handmade gift. #KnitKit #HandmadeWithLove #TheKnitNook