Brand Tone

Aesthetic & Inspiring, Calm & Mindful (Slow Living), Nordic & Natural, Community-Oriented & Passionate, Informative & High-Quality

Brand Values

• •Aesthetics & Beauty
• •Quality & Craftsmanship
• •Inspiration & Creativity
• •Slow Living & Mindfulness
• •Community
• •Sustainability
• •Diversity
• •Nordic Heritage

Best Practices

• •Prioritize Evocative & Sensory Language: Use words that evoke feelings of calm, beauty, nature, and texture. Think 'soft,' 'gentle,' 'rustic,' 'light-filled,' 'hand-crafted,' 'whispering.'
• •Maintain a Refined & Respectful Voice: The tone should be sophisticated but accessible, always respectful of the craft and the community. Avoid overly casual slang or hype.
• •Emphasize 'Why' Over 'What': Connect with the emotional and philosophical aspects of crafting – the joy of making, the connection to tradition, the beauty of natural materials, the mindfulness of the process. It's not just a pattern; it's an invitation to create something meaningful.
• •Visual Storytelling in Words: Let the copy complement the strong visual identity. Paint a picture with your words that aligns with the aesthetic of Laine's photography – often highlighting light, nature, and serene settings.
• •Authentically Integrate Core Values: Weave in references to sustainability, quality, community, and the beauty of the everyday naturally within the copy, rather than as forced statements. For example, mentioning the 'ethically sourced merino' or the 'timeless design meant to be treasured for years.'

Social Perception

Highly Regarded for Aesthetics and Quality, Inspirational and Aspirational, Community Builder, Criticism and Scrutiny

Copy Examples

• •Instagram Post (New Magazine Issue): Embrace the quiet artistry of the changing season. Our latest issue unfolds with twelve new patterns, each whispering tales of natural fibres and timeless design. Discover inspiration for your next cherished creation. ✨ #LaineMagazine #NordicKnitting #SlowLiving #Knitspiration #NaturalFibres
• •Website Banner (Book Collection): Curated for a Lifetime of Making. Explore Laine Publishing's collection of exquisite knitting and craft books – where every page inspires beauty and mindful creation. [Link to Shop]
• •Facebook Ad (Promoting a specific designer's book): Journey into the creative world of [Designer's Name]. Their new book, [Book Title], published by Laine, offers a breathtaking collection of patterns that blend modern sensibilities with a deep love for traditional techniques and sustainable yarns. Pre-order your copy and find your next heirloom project. #LainePublishing #KnittingBooks #DesignerSpotlight #CraftCommunity #SustainableCraft
• •Email Newsletter Snippet (Highlighting an article): More than just stitches, knitting is a feeling. In our latest journal post, we delve into the story of [Article Topic, e.g., a specific sheep farm or fiber], exploring the rich heritage and simple beauty found in the world of wool. Read more on the Laine blog. [Link] #LaineBlog #FiberStories #CraftCulture #MindfulMaking
• •Pinterest Pin Description (Showcasing a knitted garment): Simplicity, elevated. This [garment type, e.g., cabled sweater] from Laine Magazine Issue [Number] is a testament to the quiet beauty of Nordic design and the comforting embrace of natural wool. Pattern by [Designer Name]. Find more inspiration for your mindful making journey with Laine. #LainePatterns #NordicStyle #Handknit #WoolLove #KnitwearDesign