Brand Tone

Passionate, Community-Focused, Inclusive, Informative, Educational, Creative, Inspired, Approachable, Friendly

Brand Values

• •Quality & Craftsmanship
• •Community & Connection
• •Sustainability & Ethical Sourcing
• •Inclusivity & Equity
• •Education & Skill Sharing
• •Supporting Local

Best Practices

• •Embrace Passionate Language: Use vivid, enthusiastic, and evocative words that convey a genuine love for fiber arts. Don't be afraid to share excitement and inspiration.
• •Foster Community: Address your audience directly and inclusively. Use terms like 'fiber family,' 'fellow crafters,' and 'community.' Encourage interaction and sharing.
• •Highlight the 'Why': Connect products and services back to the brand's values – the inspiration behind a colorway (e.g., the Pacific Northwest), the commitment to local sourcing, or the joy of teaching and sharing skills.
• •Be Authentically Seattle/PNW: Where appropriate, weave in references to the local landscape, culture, and community that inspire the brand, reinforcing its roots and unique identity.
• •Maintain Transparency and Approachability: Share behind-the-scenes glimpses, talk about the dyeing process, and maintain a friendly, human voice in all communications. If addressing issues (like the customer service concern found), do so with honesty and a commitment to resolution, reinforcing trustworthiness.

Social Perception

Generally positive as a provider of beautiful, high-quality, hand-dyed yarns and a valuable contributor to the fiber arts community. Kasteyl Lukes is seen as a skilled dyer and experienced instructor. Community-oriented, with events and retreats highlighted as ways to connect with other fiber enthusiasts.

Copy Examples

• •Website Hero Banner (promoting new yarn collection): 'Dive into the Hues of the Pacific Northwest! Our latest hand-dyed collection is bursting with colors inspired by misty mornings and vibrant city lights. Get your hands on these unique skeins and let your creativity flow!'
• •Instagram Post (announcing a workshop): 'Ready to unravel the secrets of natural dyeing? 🌿 Join Kasteyl for a hands-on workshop and transform humble fibers into stunning works of art. All levels welcome – just bring your curiosity! Link in bio for dates & deets. #SeattleSkyDyeworks #NaturalDyeing #FiberArts #PNWCrafters #CommunityCrafts'
• •Facebook Event (for a retreat): 'Escape with us! 🌲✨ Registrations for the Salish Sea & Sky Fiber Arts Retreat are OPEN! Imagine a weekend filled with yarn, laughter, learning, and connecting with fellow fiber fanatics. Cozy cabins, inspiring classes, and all the yarn you can dream of. This isn't just a retreat, it's where your fiber family gathers. Limited spots – secure yours! [Link]'
• •Product Description (for a specific yarn): 'Meet 'Emerald City Lights' – a luxurious Merino-Silk blend that captures the dazzling glow of Seattle after dark. Each skein is kettle-dyed with love, resulting in deep, complex shades that will make your next project sing. Perfect for shawls that tell a story or accessories that pop with personality. What will you create?'
• •Blog Post Intro (sharing a new dyeing technique): 'Ever looked at a flower and wished you could capture its exact shade on yarn? Well, fellow fiber adventurers, today we're geeking out over a new technique we've been experimenting with in the studio! Grab a cuppa, get comfy, and let's explore the magic of [New Dyeing Technique] together. Your stash is about to get a whole lot more colorful!'