Brand Tone

aspirational, encouraging, and minimalist

Brand Values

• •Design and Quality
• •Creativity and Joy
• •Accessibility and Flexibility
• •Community

Best Practices

• •Always anchor the copy in the principles of modern, Nordic design. Use words like "minimalist," "timeless," "clean," and "structured" to describe the products.
• •Write about the experience and emotion of crafting—the "creative joy," the "quiet moments," and the "pride of making something by hand."
• •Ensure the language is welcoming to all skill levels. Avoid jargon where possible, and frame crafting as an enjoyable journey rather than a complex test of skill.
• •Mirror the Scandinavian design aesthetic in the copy itself. Use concise sentences, ample white space, and a clear, direct structure. Avoid overly effusive or complicated language.
• •When mentioning materials, focus on their inherent quality (e.g., "soft merino wool," "lightweight silk-linen") and ethical sourcing. This reinforces the premium value of the brand without needing to oversell it.

Social Perception

Kit Couture is perceived as a premium, design-led crafting brand, a reliable source for high-quality materials and stylish patterns. It is seen as positive, high-end, and trustworthy.

Copy Examples

• •Meet the new Ivö Pullover. Timeless Nordic design meets the softest silk-linen blend. This is more than a project; it's your next favorite sweater, made by you. Swipe to see the details that make it a modern classic. Kit available now.
• •Your Weekend Project, Solved. Discover Knitting Kits with Everything You Need to Create Something Beautiful.
• •Scandinavian Design in Every Stitch. Explore our new collection of knitting and crochet kits.
• •Inside: Your Next Creative Escape
• •New to knitting? We've made it simple. This kit includes our signature soft merino wool, easy-to-follow instructions, and all the tools you need to get started. Experience the quiet joy of creating a beautiful, handcrafted piece from the very first stitch.