Brand Tone

Friendly, Welcoming, Supportive, Passionate, Community-Oriented, Approachable, Enthusiastic, and Inclusive

Brand Values

• •Supporting Local: A strong passion for backing the Australian and New Zealand fibre industry, as well as other local businesses, and showcasing regional producers, dyers, and designers.
• •Quality: A focus on stocking the highest quality products for their customers.
• •Sustainability: A commitment to environmentally conscious practices, such as stocking natural fibre yarns, using biodegradable packing materials, offering e-receipts, and promoting reuse and recycling.
• •Community: A primary goal to empower the "Maker" community by offering a wide variety of support, including in-store pattern collections, technical assistance, and a diverse range of fibre and accessory products, aiming to accommodate every individual.
• •Inclusivity and Respect: An active anti-bullying and discrimination policy, ensuring a welcoming environment for all makers regardless of skill, background, race, gender, or other personal attributes. They also formally acknowledge the Wurundjeri people as the traditional custodians of the land their store is on.
• •Passion for Craft: A deep-seated enthusiasm for colour, texture, and quality knitwear, which they aim to share with their customers.
• •Education: A willingness to share knowledge through their blog, tutorials, and in-store help.

Best Practices

• •Be Genuinely Enthusiastic: Let your passion for crafting, quality materials, and the maker community shine through in your words. Use positive and encouraging language.
• •Prioritize a Friendly & Approachable Voice: Write as if you're talking to a friend or fellow maker. Use contractions, welcoming phrases ("Hi there!"), and an overall warm, conversational style.
• •Emphasize Community and Inclusivity: Regularly use language that fosters a sense of belonging (e.g., "our community," "fellow makers," "we welcome everyone"). Reinforce that all skill levels and backgrounds are valued.
• •Offer Support and Empowerment: Frame your communication to be helpful. Provide tips, offer assistance readily ("no question is too silly"), and celebrate the learning process in crafting.
• •Reflect Core Values Consistently: Ensure your copy subtly (or overtly, where appropriate) reflects your commitments, such as supporting local, sustainability, and quality. This builds trust and brand integrity.

Social Perception

Maker Maker is generally perceived as a beloved local yarn store that functions as a vital community hub for crafters. It is seen as a welcoming and friendly environment where passion for the craft is palpable. Customers and observers note the beautiful range of high-quality, often locally sourced yarns and the supportive atmosphere that encourages creativity and connection among makers of all levels. The emphasis on being a space where people can swap patterns, seek advice, and enjoy camaraderie contributes to this positive perception.

Copy Examples

• •Headline: Discover Your Next Project with Our Stunning Local Yarns! Body: At Maker Maker, we're passionate about connecting you with the most beautiful, high-quality yarns from Australian and New Zealand creators. Step into a world of vibrant colour and luxurious texture. We can't wait to help you find the perfect skein! #MakerMakerStore #LocalYarnLove #BrunswickEast #Knitspiration
• •Headline: Crafting Questions? We're All Ears (and Expertise!). Body: Feeling stuck on a stitch? Curious about a new technique? Our friendly team at Maker Maker loves to help! No question is too small or too "silly" in our welcoming space. Come share your project with us! #MakerCommunity #CraftSupport #LearnToKnit #CrochetHelp
• •Headline: Stitch Sustainably. Create Beautifully. Body: We believe in making that’s kind to our Earth. Explore our range of gorgeous natural fibre yarns and eco-conscious crafting supplies. Let's build a more sustainable making future, together. #SustainableCrafting #NaturalFibres #EcoFriendlyYarn #MakerValues
• •Headline: More Than a Store, We're Your Crafting Family! Body: Join the Maker Maker community! Follow us for inspiring project ideas from fellow makers, updates on new arrivals, and helpful tips from our cheeky blog. Don't forget to tag us in your creations – we love seeing what you make! @makermaker_store #MelbourneMakers #YarnCommunity #CreativeHub
• •Headline: Fresh & Fabulous: New Australian & NZ Yarns In-Store! Body: Get ready to swoon! We've just unpacked a stunning new collection from our favourite local dyers and producers. Unique colours, exquisite fibres – these won't last long! Visit us in East Brunswick or shop online. #ShopLocalAU #NZWool #HandDyedYarn #NewArrivals