Brand Tone

approachable, passionate, and premium

Brand Values

• •Superior Quality and Craftsmanship
• •Passion and Artistry
• •Heritage and Skill-Sharing
• •Creativity for All
• •Australian Sourced

Best Practices

• •Lead with Quality: Always emphasize the premium materials, specifically the "100% premium 18-micron superfine Australian Merino wool." This is the brand's key differentiator.
• •Weave in the Founder's Story: Casually mentioning the founder's passion and heritage adds authenticity and depth. Phrases like "inspired by a lifelong love for textiles" connect customers to the brand's human element.
• •Use Passionate & Evocative Language: Employ words like "magic," "exquisite," "dreamy," and "labour of love" to describe the products and the creative process, elevating them beyond simple goods.
• •Be Encouraging and Inclusive: When promoting workshops, use welcoming language that reassures beginners they can succeed and have fun, such as "no experience necessary" and "a great way to learn."
• •Maintain a Premium Aesthetic: Ensure all visual content (photos, videos) reflects the high quality of the products. The clean, soft, and luxurious feel of the blankets should be mirrored in the copy.

Social Perception

The public perception of It's Pretty Knotted is overwhelmingly positive, centered on the high quality of its products and the enjoyable, educational experience of its workshops. The brand's workshops on platforms like ClassBento have high ratings, with customer reviews frequently praising the instructors and the fun of learning a new skill. Products such as their chunky knit throws receive positive attention for their quality and aesthetic appeal. The brand is perceived as a premium, local artisan business that delivers on its promise of quality materials and craftsmanship.

Copy Examples

• •Introducing the ultimate winter indulgence: our Dusky Pink Chunky Knit Throw. Hand-knitted with the softest, 100% Australian Merino wool, it’s not just a blanket—it's a 'labour of love.' Ready to add a touch of exquisite comfort to your home?
• •Ever wanted to create your own magic? Our Giant Knitted Throw workshop is perfect for beginners and seasoned knitters alike. We provide the giant needles and superfine Merino wool; you bring the enthusiasm. Let's get knotty and create something beautiful together!
• •Wrap yourself in unparalleled softness. Each of our throws is individually hand-knitted from premium 18-micron Australian Merino wool, making it exquisitely soft to the touch. This isn't just a throw; it's a unique piece of artisanal home decor designed to bring warmth and texture to your living space.
• •Feel the difference of superfine Australian Merino.
• •It started with a passion for the vibrant colors and textures of textiles. Today, It's Pretty Knotted is our way of sharing that passion with you. Every piece is a 'labour of love,' hand-crafted from the finest Australian Merino wool, continuing a tradition of skill and artistry.