Brand Tone

Inspiring, Welcoming, and Empowering

Brand Values

• •Quality and Craftsmanship
• •Modern Scandinavian Aesthetics
• •Community and Connection
• •Joy and Well-being
• •Accessibility and Learning

Best Practices

• •Embrace the "Nest" Metaphor: Consistently use words associated with coziness, comfort, community, and warmth. Terms like "nest," "cozy," "wrap up," "together," and "community" reinforce the core brand identity.
• •Focus on the Feeling, Not Just the Product: Sell the experience. Instead of just describing a sweater, describe the feeling of wearing it on a cool evening or the pride of finishing the last stitch. Connect the act of knitting to joy, mindfulness, and accomplishment.
• •Use Empowering and Encouraging Language: Address the customer directly with a supportive tone. Use phrases like "we believe in you," "you've got this," and "a joyful challenge" to build confidence, especially when promoting more complex patterns.
• •Tell a Story with Product Names: Continue the practice of giving patterns evocative names like "Midsummer Dream" or "Everyday Happiness Jacket." This adds a layer of romance and inspiration that elevates the product beyond a simple set of instructions.
• •Maintain a Clean and Elegant Voice: The language should mirror the brand's visual aesthetic clean, modern, and uncluttered. Avoid overly complex jargon and maintain a calm, clear, and friendly tone that is accessible to everyone.

Social Perception

Strikkeredet Design is perceived as a reliable, high-quality, and inspiring brand within the knitting community. Customers see it as a go-to source for modern, beautiful Norwegian knitting patterns that are well-written and achievable. The founder, Hilde, is viewed as a knowledgeable and encouraging figure. The brand's curation of premium tools like ChiaoGoo has also positioned it as a trusted retailer for serious crafters. The overall perception is that of a professional, passionate, and customer-focused small business that genuinely cares about the craft of knitting.

Copy Examples

• •Wrap yourself in everyday happiness. ✨ Introducing the 'Hverdagslykke' sweater. Designed for those quiet, cozy moments and the simple joy of making something beautiful with your own hands. The pattern is filled with mindful stitches and a classic silhouette you'll reach for again and again. Ready to find your new favorite project? Tap the link in our bio to welcome this beauty into your knitting nest.
• •Inside: A new pattern for your weekend + our favorite cozy tools.
• •The 'Ocean Waves' cardigan may look intricate, but we believe in you. This pattern is a beautiful journey of textures, designed to be an enjoyable challenge that leaves you with a truly stunning garment. We've included detailed step-by-step instructions and links to video tutorials for the trickier parts, so you're supported every stitch of the way. Embrace the challenge and create a masterpiece.
• •Thought you couldn't knit a beautiful shawl? Think again. Our 'Summerdream' shawl pattern is designed for beginners who are ready for their first truly breathtaking project. With easy-to-follow instructions and a result that will make you proud, it's the perfect way to fall in love with knitting. Start your creative journey with us. Download the pattern today.
• •Strikkeredet Design: Your cozy nest for modern knitting patterns and quality tools. Let's create something beautiful together.