Brand Tone

Artistic & Creative, Sophisticated & Elegant, Heritage-Inspired & Traditional, Authoritative & Knowledgeable, Inspiring & Passionate, Warm & Community-Oriented

Brand Values

• •Quality & Craftsmanship
• •British Heritage
• •Artistic Integrity & Design Excellence
• •Creativity & Inspiration
• •Education & Skill-Sharing
• •Passion for Wool & Color

Best Practices

• •Embrace Evocative Language: Use descriptive and sensory words that paint a picture and connect with the artistic and heritage aspects of the brand (e.g., "whispers tales," "symphony of color," "ancient landscapes").
• •Highlight Quality and Heritage: Consistently refer to the premium nature of the yarns, the British sourcing, and the traditional inspirations behind the designs. Use terms like "finest," "pure wool," "heirloom," "timeless," and "craftsmanship."
• •Maintain a Sophisticated yet Accessible Voice: While the brand is elegant, the copy should still be welcoming. Avoid overly casual slang but ensure clarity and invite engagement, especially when addressing the educational aspects like workshops or clubs.
• •Focus on the "Why" and the Story: Go beyond just describing the product. Share the inspiration behind a design, the unique qualities of the yarn, or the joy of the creative process. This resonates with the passionate knitter.
• •Be Consistent Across All Platforms: Ensure that the tone used on the website, in emails, on Instagram, and any other communication channels is harmonious. This builds a strong, recognizable brand identity.

Social Perception

Respected Designer, High-Quality Products, Aspirational Brand, Source of Inspiration, Community Focus, Trusted Authority

Copy Examples

• •Instagram Post for a New Yarn Color: Introducing 'Wild Thyme,' the newest jewel in our British Breeds collection. Inspired by the subtle hues of moorland flora, this shade whispers tales of ancient landscapes. Crafted from the finest pure British wool, its character unfolds with every stitch. Discover the story of Wild Thyme and let it inspire your next heirloom. #MarieWallinKnits #BritishBreedsYarn #FairIsleKnitting #NewYarn #BritishWool
• •Website Banner for a New Book: Explore 'Heirloom Gardens': The latest collection of timeless knitwear by Marie Wallin. Journey through intricate patterns inspired by the quiet beauty of English gardens. Each design is a testament to enduring craftsmanship and the rich heritage of British knitting. Pre-order your copy and cultivate your creativity.
• •Email Newsletter Snippet about Fairisle Club: Dear Knitters, Embark on a creative adventure with the next Marie Wallin Fairisle Club. Unravel the secrets of traditional colorwork, stitch by stitch, as we create an exclusive design together. More than just a project, it's an opportunity to refine your skills and join a passionate community. Limited places available – secure your journey into Fair Isle artistry.
• •Product Description for a Knitting Kit: The 'Shetland Dreams' Cardigan Kit: Wrap yourself in the artistry of the Isles. This exclusive kit includes all the luxurious British Breeds yarn and the detailed pattern needed to create Marie Wallin’s breathtaking 'Shetland Dreams' cardigan. A symphony of color and texture, designed to be cherished for generations. Elevate your knitting with this signature piece.
• •Social Media Story Teaser for a Workshop: Unlock the magic of Fair Isle with Marie Wallin. ✨ Swipe up to learn more about our upcoming immersive workshops. Master techniques, explore color, and find your creative voice. #KnittingWorkshop #FairIsleDesign #MarieWallin #LearnToKnit