Brand Tone

Friendly, Welcoming, Passionate, Enthusiastic, Community-Focused, Modern, Fresh, Helpful, and Knowledgeable.

Brand Values

• •Quality
• •Creativity and Inspiration
• •Community
• •Customer Service
• •Accessibility (Canadian Focus)

Best Practices

• •Embrace Enthusiasm: Use exclamation points where appropriate, and don't shy away from words that convey excitement and passion (e.g., "love," "amazing," "beautiful," "vibrant," "stunning," "joyful").
• •Speak the Quilter's Language: Incorporate terms and references that resonate with the quilting and sewing community (e.g., "fat quarters," "stash builder," "UFOs" (unfinished objects) in a relatable way, "stitchy friends").
• •Foster Community: Address your audience directly and inclusively (e.g., "makers," "creative souls," "stitchy friends"). Encourage interaction, sharing, and celebrate customer creations.
• •Highlight Modernity and Quality: Consistently refer to the "modern," "contemporary," and "high-quality" nature of the fabrics and products offered.
• •Keep it Friendly and Approachable: Use a conversational and welcoming tone. Imagine you're talking to a friend who shares your love for quilting. Avoid overly formal or technical jargon unless explaining a specific technique in a tutorial.

Social Perception

Positive and Trusted, Go-To Source for Modern Quilters, Community Hub, Supportive of the Craft.

Copy Examples

• •Homepage Banner: "Dive into a world of vibrant color and endless creativity! Mad About Patchwork is your Canadian home for the freshest modern fabrics and all the inspiration you need for your next masterpiece. Join our amazing community of makers!"
• •New Arrivals Email Subject: "Ooh, Pretty! 😍 Your Next Project Just Arrived at Mad About Patchwork!" Body Snippet: "Hey [Customer Name], get ready to swoon! We've just unpacked a stunning collection of [New Fabric Line/Designer] fabrics that are bursting with color and contemporary flair. We know you're going to create something incredible. Come see what's new and let your creativity run wild!"
• •Social Media Post (showing a customer's finished quilt): "Look at this B-E-A-U-T-I-F-U-L quilt by the super-talented @[CustomerHandle]! 😍 We're so thrilled our [Fabric Name] found such a wonderful home. What are you making this week, creative souls? Share your projects using #MadAboutPatchwork – we love seeing your genius at work!"
• •Product Description (for a quilt kit): "Ready for a ridiculously fun project? Our '[Kit Name]' quilt kit has everything you need to create a stunning modern quilt that’ll make your heart sing. Packed with high-quality, contemporary fabrics personally curated by Pam, it’s perfect for an adventurous beginner or a seasoned quilter looking for their next joyful make. Let's get stitching!"
• •About Us Page Snippet: "More than just a fabric shop, Mad About Patchwork is a vibrant community woven together by a shared passion for creativity. It all started in 2008 when our founder, Pam, craved modern, high-quality fabrics here in Canada. Now, from our cozy Stittsville store to our bustling online hub, we’re dedicated to bringing you the best contemporary fabrics, inspiring workshops, and a friendly space where every stitcher feels at home. We're truly mad about patchwork, and we hope you are too!"