Brand Tone

Aspirational, empowering, and community-focused. The brand presents patterns as a means to create a modern, chic, and timeless wardrobe, using encouraging language that positions crafting as a relaxing, fun, and confidence-boosting activity. It fosters a friendly and collaborative environment, akin to a knowledgeable and stylish friend.

Brand Values

• •Creativity and Self-Expression
• •Quality and Clarity
• •Modern Elegance
• •Accessibility

Best Practices

• •Lead with "Effortless Style": Frame every pattern as a pathway to achieving a stylish, modern look with ease. Use words like "elegant," "chic," "timeless," and "modern" to describe the final garment, and "simple," "clear," and "enjoyable" to describe the process.
• •Empower, Don't Just Instruct: Shift the focus from simply making to creating. Use active, encouraging verbs. Instead of "This pattern shows you how to sew a dress," try "Create your new favorite dress with a pattern designed for a beautiful result."
• •Celebrate the Maker: Make the customer the hero. Regularly feature user-generated content and use "you" and "your" language. Center the copy on the feeling of accomplishment and pride the customer will experience.
• •Keep it Visually Clean: Ensure the copy's tone matches the visual aesthetic. Be concise, use white space, and keep language sophisticated but clear. Avoid overly technical jargon in marketing copy unless it’s in a detailed blog post or the instructions themselves.
• •Maintain a Consistent Voice Across Platforms: While the format changes (e.g., TikTok is more casual than the website), the core values should not. The voice on TikTok can be trendier and faster-paced, but it should still feel supportive, stylish, and focused on the joy of creating. The website can be more descriptive, but it should still feel aspirational and friendly.

Social Perception

The social perception of dutiers is overwhelmingly positive, marked by high customer satisfaction and frequent praise for clear instructions and accurate fit. Customers often report a boost in confidence after using dutiers patterns, with some feedback noting that while excellent, certain patterns might benefit from a bit of prior experience.

Copy Examples

• •Your weekend project has arrived. Introducing the Sofia Dress. Effortless elegance is just a few stitches away. The Sofia Dress pattern is designed for breezy days and golden hour evenings, with a flowing silhouette that’s both timeless and modern. We’ve made the instructions crystal clear, so you can relax and enjoy the process of creating a piece you'll treasure forever. Ready to make magic? Tap the link in our bio to get the pattern. #dutiers #sewingpattern #handmadewardrobe #modernsewing
• •The Perfect First Project (Or Your Easiest Ever). Dreamt of making your own clothes but don't know where to start? Meet the Sunday Top. This pattern is our love letter to new sewists. With simple lines, step-by-step guidance, and a finished look that’s chic and versatile, it’s designed to build your confidence and your wardrobe at the same time. You’ll be surprised how simple and satisfying it is to say, "I made it myself!"
• •You’ve inspired us! See what the dutiers community is making. The most rewarding part of designing patterns is seeing them come to life in your hands. This month, we’ve been blown away by your creativity. From floral Aphrodite dresses to cozy knitted tops, your makes are a testament to incredible style. Check out some of our favorite community creations this month and don’t forget to tag us @dutierspatterns for a chance to be featured!
• •Pattern: $15. Fabric: $20. The feeling of creating your own beautiful dress: Priceless. Your dream wardrobe is closer than you think. ✨ #diystyle #sewtok #dutierspatterns #memade
• •dutiers | Modern Sewing Patterns for a Timeless Wardrobe. Create pieces as unique as you are. Our digital sewing patterns help you build a wardrobe of elegant, contemporary classics you'll wear again and again. Discover your next project.