Brand Tone

Inspirational, Personable, and Passionate

Brand Values

• •Creativity and Inspiration
• •Quality
• •Curation and Thoughtfulness
• •Community
• •Joy in the Craft

Best Practices

• •Lead with Passion and a Personal Touch: Always infuse the copy with genuine excitement for the craft. Use "I" and "we" to maintain the personal connection established by the founder's story. Share the "why" behind a new product or bundle.
• •Emphasize Curation and Quality: Consistently use keywords like "curated," "high-quality," "thoughtfully selected," and "modern." This reinforces the brand's core value proposition of providing the best materials to save customers time and effort.
• •Inspire, Don't Just Sell: Frame product-focused posts around a creative call to action. Instead of just saying "New fabric available," ask, "What will you create with these colors?" or "We can't wait to see what you make."
• •Connect "Fabric" with "Reason": Regularly and subtly weave the brand's name and origin story into the narrative. This reinforces the unique brand identity —that the selection is not random but intentional and well-considered.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure the bright, clean, and modern tone of the visuals is matched by copy that is clear, encouraging, and positive. Avoid overly technical jargon without explanation and keep the language accessible and friendly.

Social Perception

trusted and stylish source for modern quilters

Copy Examples

• •Your next masterpiece starts here. ✨ Say hello to the 'Golden Hour Glow' bundle! We've done the "reason" part for you, carefully curating these sun-kissed prints and rich solids. All that's left is for you to bring the "fabric" to life. What will these colors inspire you to create today? #FabricAndReason #ModernQuilting #FabricBundle #QuiltInspiration #CreateEveryDay
• •Stop Searching, Start Sewing. Remember why you fell in love with quilting? The joy of that first perfect seam, the thrill of a finished project. At Fabric and Reason, we get it. Our curated, high-quality fabric bundles are chosen with logic and a love for modern design, so you can spend less time matching and more time creating. Find your inspiration today. CTA: Shop Curated Bundles
• •Subject: A Pattern with a Story Hi [Name], just like Fabric and Reason started with a personal journey, our new 'Crossroads' quilt pattern was designed to represent the beautiful paths we take in life. It's a modern take on a classic design, perfect for our vibrant fabric collections. Let's make something meaningful together. Click to see the pattern and our top fabric pairings!
• •Product Name: The 'Logo Stars' Quilt Kit Description: Take the guesswork out of your next quilt with our complete 'Logo Stars' kit. We've paired our original, modern pattern with a vibrant selection of high-quality fabrics from brands like Art Gallery and Cotton + Steel. It's everything you need to create a stunning, modern heirloom, delivered to your door. All the thoughtful curation, all the creative fun.
• •Title: From Prosecutor to quilter: Why I chose Fabric over Briefs Teaser: People often ask about our name, 'Fabric and Reason'. It's my story —of trading legal pads for cutting mats and finding my creative outlet. Read more about my journey and how it inspires every fabric we choose for the shop. #AboutTheMaker #QuiltingJourney #FabricAndReason