Brand Tone

Artisanal, Passionate, and Approachable

Brand Values

• •Quality Craftsmanship
• •Vibrant Creativity
• •Community Connection
• •Honesty and Transparency

Best Practices

• •Always use evocative, sensory language that celebrates color and creativity, with words like "vibrant," "delicious," "playful," and "artisan."
• •Consistently remind customers that the yarns are hand-dyed in small batches in a Suffolk workshop to reinforce craftsmanship and uniqueness.
• •Write copy with an approachable, personal voice, speaking as if to a fellow crafter, using "I" and "we" for connection.
• •Use language that invites customers to join in, encouraging sharing, using inclusive terms like "makers" and "crafters," and promoting community initiatives.
• •Ensure all copy, from website descriptions to social media posts, matches the energy and beauty of the vibrant, high-quality product images.

Social Perception

Customers perceive Madrigal Yarns as a provider of high-quality, beautiful, and unique yarns. The brand is seen as trustworthy and customer-focused, and within the online crafting community, it is viewed as a legitimate and respected indie dyer.

Copy Examples

• •Meet the 'Wildflower Meadow' collection. Each skein is a celebration of untamed beauty, hand-dyed in our Suffolk workshop to sprinkle your projects with pops of spontaneous color. Crafted from the softest merino, this yarn isn't just a material —it's an inspiration.
• •The dye pots have been bubbling! ✨ Our shop is now restocked with a fresh batch of 'Deliciously Crafted Colour.' From deep, moody variegated skeins to playful speckled yarns, your next project is waiting. Tap the link in our bio to find your perfect match before it ’s gone!
• •Ready for a year of colorful surprises? Join the YARNIVAL! Yarn Club and get exclusive, members-only colorways delivered to your door. It ’s more than yarn; it ’s an invitation to a vibrant community of makers. Sign up now and let the carnival of creativity begin!
• •Knit your way through a story with our 'Enchanted Forest' self-striping sock yarn. Watch as shades of mossy green, deep earth, and dappled sunlight unfold with every stitch. Made with a touch of nylon for durability, these socks are perfect for magical woodland walks. 100g of pure adventure.
• •Ever wonder how our yarns get their unique personalities? It all starts with a little bit of magic (and a lot of passion) in our Suffolk workshop. In this video, I ’m taking you behind the scenes to share a glimpse of the hand-dyeing process that makes every skein of Madrigal Yarn one-of-a-kind.