Brand Tone

Inspirational, Passionate, and Community-Oriented

Brand Values

• •Quality and Craftsmanship
• •Creativity and Inspiration
• •Joy and Passion
• •Customer Connection

Best Practices

• •Lead with Inspiration, Not Just the Product: Instead of saying "We sell blue yarn," say "Knit a piece of the sky." Frame products around the creative possibilities they unlock.
• •Use Sensory and Emotive Language: Words like "soft," "cozy," "vibrant," "joy," and "dream" connect with the emotional and tactile nature of the craft. Describe how a yarn feels and the feeling it evokes.
• •Foster Community Through Questions: Always encourage interaction. End social media posts with open-ended questions like, "What's on your needles this week?" or "Which color is calling to you?" to invite conversation.
• •Maintain a Passionate and Encouraging Voice: Your copy should sound like it's written by someone who loves knitting as much as your customers do. Celebrate the craft, from casting on to finishing the final stitch.
• •Keep it Visually Driven: Ensure your copy always complements your high-quality visuals. Let the images of the yarn be the hero, and use your words to add a layer of story, inspiration, and passion. The copy should enhance the visual, not just describe it.

Social Perception

The public perception of Gyllene Tråden is highly positive. Customers perceive the brand as a source for premium, beautiful, and sometimes unique yarns that may not be available elsewhere. Positive comments about fast shipping and good service indicate that the brand is seen as dependable. Followers on social media look to Gyllene Tråden not just for products, but for ideas and inspiration for their next project. The brand is perceived as being "one of them"—a passionate part of the crafting community, which builds a strong and authentic connection with its audience.

Copy Examples

• •Some yarns just feel like a promise. A promise of a soft sweater, a cozy afternoon, and a beautiful creation made by you. Our new line of Superfine Merino is here to inspire your next masterpiece. What are you dreaming of knitting with this softness? ✨ #GylleneTråden #MerinoWool #KnitInspiration #YarnLove #Stickning
• •From a single thread to a vibrant creation. Rediscover the joy of crochet with our rich and colorful yarn collections. Perfect for blankets, bags, and everything in between. Find your next project's colors at Gyllene Tråden! Shop now and get inspired. #Crochet #Virka #Garn #HandmadeJoy #GylleneTråden
• •The Alpacka Dream Collection Has Arrived Indulge in heavenly softness and rich, earthy tones. Your coziest projects start here.
• •Inside: Weekend knitting inspiration & a splash of new color! 🎨
• •Capture the rugged beauty of the mountains in every stitch. This rustic, heathered wool is perfect for durable, heirloom-quality garments that tell a story. With a sturdy ply and a satisfyingly woolly texture, it’s ideal for traditional cardigans, warm hats, and blankets you’ll treasure for years. Let the spirit of the outdoors inspire your needles.