Brand Tone

Nurturing, Gentle, Artisanal, Passionate, Ethical, Conscious, Timeless, Nostalgic, Authentic, and Personal

Brand Values

• •Quality Craftsmanship
• •Sustainability
• •Ethical Production
• •Heirloom & Timelessness
• •Authenticity
• •Community

Best Practices

• •Develop a Brand Voice Guide: Document key aspects of the tone (e.g., gentle, artisanal, ethical, personal), including approved vocabulary, phrases to avoid, and the overall feeling you want to evoke. Share this with anyone creating content.
• •Emphasize Storytelling: Continuously weave the brand's origin, the founder's passion, the connection to Peruvian artisans, and the journey of the materials into product descriptions, social media, and marketing. This reinforces authenticity and values.
• •Use Sensory and Emotive Language: Words like "soft," "gentle," "luxurious," "cherished," "loved," "tender," and "warmth" align with the nurturing and high-quality aspects of the brand.
• •Be Transparent and Specific about Values: Clearly communicate commitments to sustainability (e.g., "natural and sustainable fibres," "slow fashion") and ethical production (e.g., "supporting female Peruvian artisans," "preserving cultural heritage"). Avoid vague claims.
• •Maintain Visual-Verbal Cohesion: Ensure the tone of the copy consistently matches the aesthetic of the visuals used (e.g., soft, natural lighting in photography; gentle, heartwarming scenes in videos). The current imagery on Instagram and TikTok effectively does this.

Social Perception

High-Quality, Luxurious, Beautiful, Aesthetically Pleasing, Ethical, Trustworthy, Niche, Artisanal, Associated with Special Moments

Copy Examples

• •Instagram Post (Image: Close-up of a baby wearing a Hank Knitwear bonnet): Whispers of softness, knitted with love. Our heirloom bonnets, crafted from the finest Peruvian alpaca, are more than just a garment – they're a tender embrace for your little one, designed to be cherished for generations. Ethically handmade, sustainably sourced. ♡ #HankKnitwear #HeirloomQuality #SustainableBabyFashion #HandmadeWithLove
• •Product Description (for a new women's cardigan): Introducing the [Cardigan Name] Cardigan – where timeless design meets conscious craftsmanship. Each stitch is a testament to the skill of our partner artisans in Peru, woven from lustrous, natural fibers that feel as good as they look. Wrap yourself in warmth, elegance, and the story of ethical, slow fashion. #HankForHer #EthicalKnitwear #SlowFashionMovement #ArtisanMade
• •Email Newsletter Subject: A Gift That Lasts: The Art of Heirloom Knitting. Dear [Customer Name], At Hank Knitwear, we believe in pieces that tell a story. Discover our latest collection of baby and women's knits, lovingly handmade to journey through life with you and yours. Each item supports sustainable practices and empowers talented female artisans in Peru. Explore the collection and find a future heirloom today. [Link to website] Warmly, Penelope and the Hank Knitwear Team xx
• •TikTok Video Caption (Video: Gentle hands dressing a baby in a romper): Tiny moments, treasured forever. ✨ Our [Romper Name] romper, ethically hand-knit with the softest, sustainable yarn. Gentle on skin, kind to the earth. #HankKnitwear #NewbornKnits #EthicallyMade #BabyHeirloom #KnitTok
• •Website "About Us" Snippet: From a personal passion for timeless knitwear to a global partnership with talented Peruvian artisans, Hank Knitwear is woven with dedication. We create more than just clothing; we craft sustainable, heirloom pieces designed to be loved and passed down, all while empowering communities and honouring traditional skills. This is slow fashion with heart. #HankKnitwearStory #EthicalCraftsmanship #SustainableStyle