Brand Tone

passionate, educational, and deeply respectful

Brand Values

• •Sustainability & Ecology
• •Regionality & Local Partnership
• •Fairness & Appreciation
• •Transparency & Authenticity
• •Quality & Naturalness

Best Practices

• •Lead with the "Why": Always start with the brand's core purpose. Whether in a product description or a social media post, connect the yarn back to the values of sustainability, regionality, and fairness.
• •Tell the Story Behind the Product: Every yarn has a specific origin. Name the region, the shepherd, or the sheep breed. This reinforces transparency and creates an emotional connection.
• •Use Passionate and Respectful Language: Employ words that convey care, love, and respect for the materials, the animals, and the craftspeople involved. Phrases like "happy wool," "with passion," and "in harmony with nature" align with the established tone.
• •Be Transparent and Educational: Don't be afraid to share details about the production process. Explain what "mulesing-free" means or why local sourcing matters. This builds trust and empowers the consumer.
• •Maintain a Natural and Authentic Voice: The brand's aesthetic is natural and grounded. The copy should reflect this. Avoid overly corporate or slick marketing language. Keep it genuine, heartfelt, and connected to the craft community.

Social Perception

Overwhelmingly positive. Customers and the crafting community perceive the brand as trustworthy and ethical, praised for transparency and commitment to German wool. The founder is seen as a passionate entrepreneur who filled a market gap. The brand is viewed as a leader in revitalizing German sheep's wool. Yarns are described as high-quality, rustic, and authentic, with storytelling connecting products to nature and specific regions being well-received.

Copy Examples

• •From the meadows of the Rhön Biosphere Reserve to your knitting needles. Discover the story in every stitch of our new Rhönschaf yarn.
• •It's more than just wool. It's a piece of home. Our Albschaf yarn comes from sheep that graze the unique landscapes of the Swabian Alb. By choosing mährle, you're not just starting a new project; you're supporting local shepherds and helping to preserve these vital natural spaces. #mährlewolle #SustainableKnitting #WoolWithAStory
• •Feel the nature. Our Inselschaf yarn is as pure and resilient as the North Sea island of Föhr where our sheep roam. This single-ply yarn is sturdy, full of character, and perfect for warm sweaters and rustic home textiles that tell a tale of wind, sea, and dedicated craftsmanship. 100% German wool, spun and dyed with respect for nature.
• •Knit with a clear conscience. Mährle pays German shepherds the highest prices for their wool because we believe their work is invaluable. Experience the difference that fairness makes. Shop our collection of sustainable, mulesing-free yarns today.
• •We didn't search for the finest wool. We searched for the sheep with the most important job. At mährle, our journey begins in Germany's most beautiful nature reserves, with the shepherds who are the true guardians of our landscapes. We turn their undervalued wool into vibrant, high-quality yarn, ensuring respect for nature, animals, and people every step of the way.