Brand Tone

Friendly and Approachable, Fun and Playful, Inspirational and Encouraging, Modern and Fresh, Community-Oriented

Brand Values

• •Creativity and Self-Expression
• •Joy and Fun
• •Accessibility and Inclusivity
• •Quality
• •Mindfulness and Well-being
• •Made in the UK
• •Sustainability

Best Practices

• •Embrace Enthusiasm: Use exclamation points (sparingly but effectively!), cheerful adjectives (e.g., happy, joyful, lovely, brilliant, fun, cute), and an upbeat rhythm in your sentences.
• •Be Inclusive and Encouraging: Address your audience directly and make them feel capable, regardless of their perceived skill level. Use phrases like 'You've got this!' or 'Perfect for beginners and pros alike!'
• •Keep it Simple and Clear: Avoid overly technical jargon. Instructions and descriptions should be easy to understand, reflecting the beginner-friendly nature of the kits.
• •Inject Personality: Don't be afraid to be a little quirky or use humour where appropriate. Referencing the 'team fuelled on doughnuts and disco' is a great example of this. Maintain a friendly, human touch.
• •Visual Consistency Reinforces Tone: Ensure your visuals (photography, graphics, video) always match the bright, colourful, and joyful tone of your copy. The aesthetic should scream 'happy craft.'

Social Perception

Positive and Uplifting, Beginner-Friendly, High Quality and Good Value, Fun and Modern Designs, Supportive of Small Business, Great for Gifting

Copy Examples

• •Instagram Post (Image: A colourful flat lay of a new cross-stitch kit): 'Say hello to your next happy project! ✨ Our NEW [Kit Name] cross-stitch kit is packed with sunshine and stitches, perfect for brightening your day and your space. Beginner-friendly and bursting with colour, it's pure crafty joy in a box! Who's ready to get stitching? #TheMakeArcade #HappyCrafting #CrossStitchLove #DIYDecor'
• •Facebook Ad (Video: Short time-lapse of someone easily completing a felt decoration kit): 'Unleash your inner creative whizz! 🧵✂️ Our easy-peasy felt kits have everything you need to make something adorable – no scary instructions, just pure fun! Perfect for a mindful moment or a crafty afternoon. Tap to discover your next make! #MakeItHappy #FeltCraft #BeginnerCrafts #TheMakeArcadeUK'
• •Website Product Description (For a new embroidery kit): 'Ready for a dose of stitchy serenity? Our 'Bloom & Grow' embroidery kit is designed to help you unwind and create something beautiful. With our signature easy-to-follow instructions and all the quality supplies included, you'll be stitching your way to a gorgeous floral hoop in no time. Crafting is good for the soul, and this kit is your perfect companion! #EmbroideryJoy #MindfulMaking #TheMakeArcade'
• •Email Newsletter Snippet (Subject: ✨ Crafty News & A Little Treat Just For You! ✨): 'Hey Crafty Friend! 👋 Get ready to spark some joy! We've just dropped a brand new collection of colourful kits designed to make you smile. From cheerful cross-stitch to fabulous felt, find your next happy-making project right here. Plus, as a thank you for being part of our amazing TMA community, here's a little something to get you started...'
• •TikTok Video Caption (Video: Quick, upbeat montage of different craft kits being unboxed and started): 'POV: You just found your new happy hobby! 😍🌈 So. Many. Cute. Kits! Which one would you pick first? Let us know! 👇 #TheMakeArcade #CraftKits #DIYeasy #CraftTok #UnboxingJoy'