Brand Tone

Inspirational & Aspirational, Friendly & Encouraging, Modern & Stylish, Community-Focused & Inclusive, Playful & Creative, Mindful & Relaxing

Brand Values

• •Creativity & Self-Expression
• •Community
• •Learning & Accessibility
• •Quality
• •Sustainability & Ethical Practices
• •Joy & Well-being
• •Modernity & Trend-Awareness

Best Practices

• •Speak to “You”: Address the customer directly and personally. Make them feel seen, understood, and capable (e.g., "You can do this," "Your next project").
• •Emphasize the Experience, Not Just the Product: Focus on the feeling of accomplishment, relaxation, creativity, and the pride of wearing something handmade.
• •Use Encouraging and Inclusive Language: Avoid jargon where possible, or explain it clearly. Ensure the language is welcoming to all skill levels, ages, and backgrounds. Reinforce that making mistakes is part of learning.
• •Maintain a Modern and Fresh Visual & Verbal Style: Pair copy with high-quality, contemporary imagery. Use current, relatable language while avoiding slang that might quickly date. Reflect the stylish and trendy aspect of the brand.
• •Foster Community and Share Stories: Encourage user-generated content and feature customer creations and testimonials. Use hashtags that build community (#weareknitters, #KnitHappens). Frame knitting as a shared passion.

Social Perception

Generally viewed as a high-quality, stylish, and beginner-friendly brand that has successfully modernized knitting. Customers appreciate the convenience of the kits and the supportive community. Sometimes perceived as expensive, though many feel the price is justified by the quality of materials and the all-inclusive nature of the kits. Highly regarded for its strong community engagement and the sense of belonging it fosters among knitters. The brand's aesthetic and marketing make people want to be part of the "knitter" identity they promote. Mixed on Sustainability Claims (post-Zara)

Copy Examples

• •Instagram Post (Image: A cozy, stylish person smiling, wearing a WAK sweater in a beautiful setting): That feeling when you realize YOU made this. ✨ Dive into the joy of creating with our [Kit Name]. Everything you need, from the softest Peruvian wool to easy-to-follow steps, delivered to your door. Ready to knit your new favorite sweater? #WeAreKnitters #KnitHappens #DIYFashion #SlowFashionLove
• •Email Subject Line (Promoting a new kit): 🧶 Unbox Your Calm: New Kits for Mindful Making Inside!
• •Website Banner (Homepage): More Than Just Yarn. It's Your Moment. Discover the Art of Knitting with We Are Knitters. Kits for Every Skill Level.
• •Product Description Snippet (For a beginner-friendly kit): New to knitting? No worries! Our [Product Name] kit is designed with you in mind. We’ve packed it with super-soft, easy-to-work-with yarn, our signature wooden needles, and a simple pattern that will have you knitting like a pro in no time. Get ready to discover your new favorite hobby!
• •TikTok Video Caption (Fast-paced video showing quick tips or a finished item): POV: You just finished your first #WAKproject and you're obsessed. 😍 Level up your cozy game! What are you knitting next? #KnitTok #WeAreKnitters #Crafty #HandmadeWithLove