Brand Tone

Helpful, Traditional, and Accessible.

Brand Values

• •Variety and Choice
• •Practicality and Reliability
• •Community and Service
• •Passion for Craft

Best Practices

• •Always Be Helpful: Frame your copy around solving the crafter's problem. Your language should be supportive and informative, whether it's finding the right colour, pattern, or budget-friendly yarn.
• •Use Clear and Simple Language: Avoid overly trendy slang or complex marketing jargon. Stick to words well-understood in the crafting community (e.g., 'DK', 'aran', 'stitch', 'skein') for clarity and accessibility.
• •Celebrate the Craft: Share in the joy of knitting and crochet by talking about the satisfaction of a finished project, the cosiness of a handmade blanket, or the fun of choosing colours, connecting with the audience's core passion.
• •Highlight Variety and Brands: Regularly remind customers of your inventory's breadth. Mentioning trusted brand names like Sirdar, Patons, and Cygnet builds credibility and helps customers find what they're looking for.
• •Maintain a Consistent Voice Across All Channels: Ensure the helpful, traditional, and accessible tone is consistent across product descriptions, social media posts, and customer service emails to build brand trust and a reliable identity.

Social Perception

A reliable and standard supplier of knitting and crochet materials, seen as a dependable option that offers good prices, a wide selection, and prompt delivery.

Copy Examples

• •Your Next Project Starts Here. From the softest baby DK to chunky Aran, find everything you need for your next creation. We stock all your favourite brands at prices you'll love.
• •Cosy up with the beautiful shades of King Cole's new chunky range! Perfect for a quick weekend project to keep the chill away. Tap to shop the collection and find your favourite colour. #knitting #crochet #kingcole #thewoolshop
• •Free Weekend Pattern Inside! Plus, New Arrivals from Sirdar. Hello [Customer Name], looking for some inspiration? We've added a new, free shawl pattern to our collection! Plus, explore the latest colourful and classic yarns from Sirdar, now in stock.
• •Robin Double Knit Wool: A true workhorse yarn for any project. Robin DK is beloved for its durability, softness, and incredible range of colours. Ideal for everything from toys and blankets to everyday jumpers. 100% acrylic and machine washable for easy care.
• •We love seeing what you create! Look at this gorgeous blanket made by @[username] using Cygnet DK from our shop. So colourful and cosy! Share your projects with us using #[YourBrandHashtag]. #CustomerMake #CraftCommunity #UKKnitters