Brand Tone

humorous, witty, irreverent, and empowering. It's also friendly, approachable, and supportive of the crafting community. The "snarky" element is central, appealing to a modern crafter who enjoys a bit of sass and isn't afraid to challenge traditional crafting motifs. The language used is informal, relatable, and often employs clever wordplay and sarcasm.

Brand Values

• •Creativity and Self-Expression: Encouraging crafters to express their unique personalities.
• •Fun and Enjoyment: Believing that crafting should be an enjoyable and accessible activity.
• •Humor and Irreverence: Not taking things too seriously and finding humor in everyday life and traditional crafts.
• •Inclusivity and Community: Fostering a supportive environment for crafters of all levels.
• •Modernity: Bringing a contemporary and fresh perspective to traditional crafts like cross-stitch.
• •Authenticity: Embracing imperfections and genuine expression.

Best Practices

• •Embrace the Snark (Wisely): Keep humor and wit central, but ensure it remains relatable and doesn't alienate. The goal is a playful wink, not offensive sarcasm.
• •Speak Like a Friend: Use informal, conversational language. Avoid overly corporate or stuffy tones. Think about how you'd talk to a clever, crafty friend.
• •Highlight Empowerment & Self-Expression: Frame crafting not just as a hobby, but as a way to make a statement and express individuality. Use words that inspire confidence and creativity.
• •Be Relatable: Acknowledge the everyday absurdities and frustrations that the target audience might experience. The "adulting is hard" theme is a good example.
• •Create a "Voice Guide": Develop a simple internal guide with keywords, phrases to use/avoid, and examples of on-brand vs. off-brand copy. This helps ensure consistency across all platforms and anyone creating content.

Social Perception

Amusing and Clever: The brand name itself is memorable and elicits a chuckle, subverting expectations. Modern and Trendy: Appeals to a younger demographic or those young-at-heart who appreciate modern takes on traditional hobbies. Empowering: The "snarky" and feminist-leaning phrases resonate with individuals looking for non-traditional, statement-making crafts. Community-Oriented: The sharing of customer creations and engaging social media foster a sense of belonging.

Copy Examples

• •Product Ad (New Kit): Tired of a house full of 'Live, Laugh, Love'? Us too. Our new 'Maybe Swearing Will Help' cross-stitch kit is here to inject some reality onto your walls. Perfect for beginners, therapeutic for experts. Grab yours and stitch your stress away (or at least make it funnier).
• •Social Media Post (Instagram/Facebook): Warning: May spontaneously start new craft projects. 🤷‍♀️ Our latest pattern drop is live, featuring designs that are 100% snark-approved. Tag a friend who needs this level of sassy stitching in their life! #GrannyPantyDesigns #SnarkyStitching #CraftYourChaos
• •Email Newsletter Subject Line: Your Walls Are Begging For This (And So Is Your Sanity). Email Body Snippet: Hey Crafty Rebel, Feeling the urge to stab something... repeatedly... with a needle? We get it. Channel that energy into one of our new snarky embroidery kits. They're cheaper than therapy and way more colorful.
• •Website Banner: Cross Stitch. Because Adulting is Hard and Punching People is Frowned Upon. Shop Our Kits.
• •Promotional Offer: Get 15% Off Your First Foray into Sarcastic Stitching! Use code: SASSMASTER. Because even your grandma would approve of this kind of 'panty' talk (we think).