Brand Tone

Whimsical, Charming, Friendly, and Encouraging.

Brand Values

• •Creativity & Artistic Expression: The core of the brand is Minki Kim's unique artistic style of "sewing illustration" – literally drawing with thread and fabric.
• •Joy in the Everyday: Many designs are inspired by ordinary moments and aim to bring a touch of beauty and happiness to handmade items.
• •Quality & Clarity: There's a strong emphasis on providing high-quality, well-drafted patterns with clear, easy-to-follow instructions, often supplemented with visual aids like photos and videos.
• •Accessibility & Inclusivity for Crafters: While the designs are artistic, the instructions and support materials aim to make projects achievable for various skill levels.
• •Handmade Charm: The brand celebrates the beauty of handmade items and the Zakka aesthetic, which emphasizes simple, charming, and useful everyday objects.

Best Practices

• •Embrace "Cute" and "Charming": Consistently use descriptive words that evoke the brand's whimsical and sweet aesthetic (e.g., adorable, delightful, lovely, sweet, happy, charming, whimsical, magical).
• •Be Encouraging and Supportive: Frame instructions and project introductions in a way that builds confidence and makes crafters feel capable, regardless of skill level. Use phrases like "Don't worry," "I'll guide you," "Let's make it together."
• •Focus on the Joy of Making: Highlight the positive emotions associated with crafting – the fun, the satisfaction of creating something beautiful, and the joy of gifting handmade items.
• •Use a Friendly and Conversational Voice: Write as if you're speaking to a friend. Keep sentences relatively simple and the tone approachable and warm, especially on social media and in video scripts.
• •Maintain Visual and Textual Cohesion: Ensure that the copy always aligns with the visual style of the brand. The whimsical nature of the illustrations should be reflected in the playful and positive language used.

Social Perception

Sewing Illustration, and Minki Kim herself, are highly regarded within the sewing and quilting community as a Talented & Unique Artist, Inspirational Figure, Reliable & High-Quality brand, Positive & Sweet, and Community-Oriented.

Copy Examples

• •Instagram Post (New Pattern Launch): "Flutter into your next sewing adventure with our brand new 'Little Sparrow Pouch'! ✨ Featuring our signature sewing illustration, this sweet pattern is filled with easy-to-follow steps and photos to help you create a little piece of joy. Perfect for holding your treasures or gifting to someone special. Grab your prettiest fabric scraps and let's make something adorable together! #SewingIllustration #MinkiKim #NewPattern #CuteSewing #WhimsicalMakes"
• •Website Product Description (Fabric Collection): "Step into a garden of gentle daydreams with Minki Kim's 'Whispering Blossoms' fabric collection. 🌸 Each print is lovingly illustrated to bring a touch of whimsical charm to your quilts, bags, and home décor. Soft, dreamy, and oh-so-sweet – perfect for projects made from the heart. Let these fabrics inspire your next happy creation! #MinkiKimFabrics #RileyBlakeDesigns #SewingLove #FabricInspiration"
• •YouTube Tutorial Intro: "Hello, lovely makers! Minki here, and today I'm so excited to share a fun little project with you – we're making these super cute 'Everyday Critter Coasters'! Don't worry if you're new to sewing illustration; I'll guide you every step of the way. Let's turn those simple fabric pieces into something truly special. Ready to add a little charm to your coffee table? Let's get started! 😊"
• •Email Newsletter Snippet (Highlighting a Book): "Looking for your next dose of heartwarming creativity? My book, 'Zakka from the Heart,' is filled with charming projects designed to bring a smile to your face and warmth to your home. Discover delightful patterns and learn the joy of 'drawing with thread.' Perfect for a cozy weekend of making! Get your copy and let the inspiration bloom! [Link to Book]"
• •Pinterest Pin Description (General Project): "Add a touch of handmade magic to your day! ✨ This sweet little notion basket, created with love and a sprinkle of Minki Kim charm, is perfect for keeping your sewing space tidy and cute. Find the pattern and more whimsical inspiration on sewingillustration.com! #ZakkaStyle #SewingProjects #DIYCrafts #MinkiKimPatterns #HandmadeHappiness"