Brand Tone

Snarky, witty, and playful with a touch of dark humor, but balanced with approachability and helpfulness.

Brand Values

• •Quality
• •Community
• •Humor
• •Uniqueness
• •Helpfulness

Best Practices

• •Maintain a balance between snarky humor and genuine helpfulness to avoid alienating customers.
• •Use playful language and wit to engage the audience while ensuring clarity and understanding.
• •Highlight the quality and uniqueness of the fabrics and supplies offered.
• •Incorporate pop culture references and meme-inspired content to resonate with the target audience.
• •Showcase the brand's commitment to the quilting and crafting community through collaborations and support.

Social Perception

A fun, quirky, and reliable brand that provides high-quality fabrics and supplies for quilters and crafters with a unique and sometimes dark sense of humor.

Copy Examples

• •"Adulting is hard. Quilting shouldn't be. Get your fabric fix here."
• •"Warning: Our fabrics may cause uncontrollable crafting urges."
• •"Stitching up smiles (and maybe a few sarcastic remarks) since 2020."
• •"We're not saying our fabric is magic, but it can turn your crafting disasters into masterpieces."
• •"True crime and quilting? Our kind of therapy."