Brand Tone

welcoming, inspiring, and passionate

Brand Values

• •Creativity and Expression
• •Community
• •Quality
• •Passion
• •Inspiration

Best Practices

• •Lead with Passion and Inspiration: Always start copy with an inspiring or passion-filled statement. Use words like "create," "inspire," "dream," and "imagine" to ignite the customer's creativity.
• •Use Welcoming and Communal Language: Employ phrases like "Welcome to the Inn," "Join our community," and "fellow crafters" to reinforce the brand's identity as a communal hub.
• •Highlight Quality and Artistry: Consistently use descriptive words like "premium," "curated," "exquisite," and "handcrafted" to describe products, reinforcing the brand's commitment to quality.
• •Tell a Story: Weave the brand's narrative and passion into your copy. Share the "why" behind a product or collection to build a deeper connection with the audience, much like the "Our Story" page does.
• •Maintain a Consistent Voice Across All Channels: Whether writing for Instagram, the website, or an email, the tone should always be warm, encouraging, and inspiring. This creates a seamless and recognizable brand experience for the customer.

Social Perception

The public perceives The Stitch Inn as a high-quality, friendly, and reliable source for crafting supplies. Customers feel a personal connection, often praising the beautiful products and the accommodating service. The brand is seen as a valuable resource for the crafting community in New Zealand, offering not just products but also inspiration and a sense of belonging.

Copy Examples

• •There's a new hue in the Inn! ✨ Introducing our latest collection of premium merino wool, dyed in the dreamy shades of a morning sky. Soft, luxurious, and waiting to be transformed by your hands. What masterpiece will you create? #TheStitchInn #NZYarn #Knitspiration
• •Ready to turn those fabric scraps into a work of art? Join our beginner's quilting class and unleash your inner artist! Our cozy studio is the perfect place to learn, laugh, and connect with fellow crafters. Spaces are limited, so book your spot and let's get stitching! #QuiltingCommunity #TheStitchInnNZ #CraftClasses
• •Welcome to The Stitch Inn: Your home for creativity. Dive into a world of premium fabrics, exquisite yarns, and endless inspiration.
• •Hello, fellow crafter! Imagine the feeling of this silky, hand-dyed yarn gliding through your fingers. Our Yarn Floozy collection is a dream to work with, perfect for that special project you've been planning. Let our passion fuel yours. Shop the collection and find your next inspiration.
• •Every quilt tells a story. Start yours with our high-quality cotton fabrics. Featuring an array of vibrant patterns and colours, this collection is curated to help you express your unique style and create handcrafted treasures that will be cherished for generations.