Brand Tone

Edgy & Rebellious, Humorous & Witty, Passionate & Enthusiastic, Inclusive & Community-Oriented, Authentic & Unapologetic, Informal & Approachable

Brand Values

• •Individuality & Self-Expression
• •Community
• •Passion for Craft & Music
• •Subverting Stereotypes
• •Humor & Fun
• •Creativity
• •Quality & Sustainability (Implied)

Best Practices

• •Embrace the Niche Vernacular: Use language, slang, and references that resonate with both metal/punk/goth culture and knitting/crochet communities. Think puns that blend both worlds.
• •Inject Humor with an Edge: Keep the tone light and witty, but don't be afraid to be a little dark or rebellious. Avoid overly sweet or generic crafting language.
• •Prioritize Authenticity: Write from a place of genuine passion for the blended cultures. The audience will recognize and appreciate sincerity. Let the owners' personalities shine through.
• •Foster Community & Inclusivity: Use "we" and "us" to create a sense of belonging. Encourage interaction and user-generated content. Make it clear that all who share the passion are welcome.
• •Be Bold & Unapologetic: Don't shy away from the "metal" aspect. Use strong imagery, bold statements, and a confident voice that reflects the counter-culture spirit of the brand.

Social Perception

Niche Appeal, Empowering, Fun and Engaging, Authentic, Community Hub, Positive Sentiment

Copy Examples

• •Tired of hiding your double life as a headbanger and a purl queen? Unleash your inner Stitch Reaper with our new 'Knit Fast, Die Warm' tee. Because life’s too short for boring hobbies (and quiet music). #KnittingIsMetal #StitchReaper
• •Tag us in your most metal makes! 🤘 Whether you're casting on to some classic thrash or crocheting to a doom metal dirge, we wanna see your killer creations. You’re not just a customer, you’re part of the horde. #MetalKnittersUnite #FiberFam
• •Knitting is Metal: Where Yarn Gets Loud. We’re not your grandma’s knitting circle (unless your grandma is seriously cool). Shop apparel that screams your passion.
• •Heads Up, Rebels! Our Gear Just Got (Slightly) Less Expensive. 💀
• •Fuel your late-night knitting (or moshing) sessions with the 'Caffeine & Chaos' mug. Holds enough coffee to finish that sleeve AND survive a Slayer concert. Warning: may cause spontaneous air-guitaring while sipping.