Brand Tone

Warm, Community-Oriented, and Passionate

Brand Values

• •Artisanship
• •Community
• •Sustainability
• •Support & Education
• •Local Roots

Best Practices

• •Speak as a Fellow Crafter: Use inclusive language like "we," "our community," and "fellow knitters." Write as if you are sharing advice with a friend, not selling a product to a customer.
• •Tell the Story Behind the Product: Don't just list fiber content and weight. Describe the inspiration for a color, the feel of the yarn, or the sustainable process behind the plant-based dyes. Connect products to emotion and experience.
• •Use Warm and Sensory Language: Incorporate words like "cozy," "soft," "vibrant," "natural," "warm," and "gentle" to evoke the tactile and comforting nature of the craft.
• •Foster Conversation, Don't Just Broadcast: End social media posts with open-ended questions ("What are you casting on this weekend?", "Which color is your favorite?"). Actively respond to comments and encourage sharing.
• •Emphasize Shared Experience: Center the copy around the collective joy of creating. Frame workshops and meetups as opportunities for connection and friendship, reinforcing the store's role as a community hub.

Social Perception

The public perceives Fadenwohl not merely as a retail store, but as a valuable community asset and a hub for crafters. Customers and the local community see it as a destination for quality materials, expert advice, and genuine connection with like-minded individuals. The owner, Andrea Truhm, is seen as the personal face of the brand, infusing it with fresh energy and passion. Its focus on natural, hand-dyed products and community events gives it an authentic and trustworthy reputation that sets it apart from larger, impersonal online retailers.

Copy Examples

• •Inspired by the autumn forests of Thuringia, our new plant-dyed wool has arrived. Each skein is a story of color and nature, dyed by hand right here in our Jena workshop. Create something truly one-of-a-kind. Feel the softness, see the difference.
• •Always wanted to learn to knit? Let's get started together. Our beginner's workshop is a relaxed, no-pressure space to learn the basics and cast on your very first project. Join our cozy circle and discover your new favorite hobby. All materials included!
• •Fadenwohl is more than a shop; it’s a home for every creator. A place to find the perfect color, untangle a tricky pattern, and share the joy of making. Thank you for being part of our wonderful community. What are you crafting today?
• •We are constantly amazed by your creativity! Look at these beautiful projects shared by our community members. From cozy sweaters to delicate shawls, you bring our yarns to life. Tag your creations with #Fadenwohl to be featured and inspire others!
• •Give the gift of warmth this season. Find the perfect yarn for a handmade present or a gift certificate for the crafter in your life. Let’s make this winter a little more cozy, one stitch at a time.