Brand Tone

inspirational, encouraging, and community-focused

Brand Values

• •Quality and Curation
• •Community
• •Modern Aesthetics
• •Inspiration and Creativity
• •Customer Centricity

Best Practices

• •Lead with Inspiration, Follow with Product: Always frame your communication around the creative possibility. Instead of just saying "New yarn for sale," say "Your next favourite sweater starts with this yarn."
• •Use "You" and "We": Speak directly to your customer ("You'll love the feel of this...") and use "we" to create a sense of shared community and passion ("We were so excited to find this..."). This builds a personal connection.
• •Celebrate Your Community: Consistently feature and credit customer projects (with permission). This is your most powerful social proof and reinforces the community value. Make it a regular content pillar.
• •Keep it Clean and Scannable: Just like your visual branding, your copy should be clean and easy to read. Use short paragraphs, bullet points for specifications, and clear headlines. This respects the user's time and aligns with your modern aesthetic.
• •Maintain a Consistent Voice Across All Platforms: Whether writing a product description, an Instagram caption, or a customer service email, the voice should always be friendly, encouraging, and knowledgeable. Create a simple internal guide to ensure all team members communicate with the same tone.

Social Perception

Crates Of Wool is perceived very positively by its audience. Customers view it as a reliable and high-end source for premium crafting supplies. It is often described as a "beautifully curated" shop with a "gorgeous selection" of yarns. The brand is seen as aspirational yet accessible. The strong community focus makes customers feel like they are part of a shared creative endeavor, which builds significant brand loyalty and advocacy.

Copy Examples

• •Meet your next project. Introducing our new line of merino silk yarn, impossibly soft and available in a palette inspired by misty autumn mornings. We can’t wait to see the magic you’ll create with it. Tap the link in our bio to explore the collection. #CratesOfWool #ModernKnitting #NewYarn
• •More than just yarn. We bring you curated collections of the world's finest fibres to inspire your making journey. Find your next project today.
• •Subject: Let's knit together! | You're invited to our cable knitting workshop. | Ready to master a new skill in a fun, friendly space? Join us for our upcoming Introduction to Cable Knitting workshop. We’ll provide the beautiful yarn, the expert guidance, and the tea. All you need to bring is your creativity. Limited spots available – book yours now!
• •Ever wanted to learn to knit? Your creative journey starts here. Our beginner kits include everything you need to make your first beautiful scarf: soft, chunky wool, easy-to-follow instructions, and high-quality needles. Start creating something wonderful today.
• •Soft, rustic, and full of character. This 100% Peruvian Highland Wool is a true workhorse yarn that’s perfect for cozy sweaters and durable accessories. It offers incredible stitch definition for cables and textured patterns. Ethically sourced and lovingly curated, it’s a yarn you’ll feel good about using and wearing for years to come.