Brand Tone

Inspirational, Aspirational, Friendly, Accessible, Modern, Trendy, Community-Focused, Enthusiastic, and Passionate

Brand Values

• •Sustainability and Eco-consciousness
• •Quality
• •Creativity and Individuality
• •Accessibility and Inclusivity
• •Community
• •Ethical Practices & Compliance

Best Practices

• •Emphasize the Joy of Creation: Focus on the rewarding experience of making something by hand. Use words like "joy," "satisfaction," "pride," and "accomplishment."
• •Keep it Simple and Encouraging, Especially for Beginners: Use clear, straightforward language. Avoid overly technical jargon without explanation. Offer encouragement and support, reinforcing that anyone can learn.
• •Highlight Quality and Natural Materials: Consistently mention the premium, natural fibers and their origins (e.g., "soft Peruvian wool," "eco-friendly cotton"). This reinforces the value and sustainable aspect.
• •Foster Community and Connection: Encourage sharing and interaction. Use inclusive language ("join our community," "share your makes"). Actively feature user-generated content when appropriate.
• •Maintain a Modern and Stylish Aesthetic in Language: While friendly and accessible, ensure the language reflects a contemporary and fashionable brand, appealing to a style-conscious audience. Use vibrant and inspiring descriptions.

Social Perception

Positive for Beginners and Kit Lovers, High Price Point, Marketing Savvy, Mixed Reviews on Patterns for Experienced Knitters, Controversy around Collaborations, Yarn Quality Generally Praised, but Some Issues, Strong Community Feel

Copy Examples

• •Headline: Unwind. Create. Connect. Body: Dive into the cozy world of knitting with our beginner-friendly kits. Everything you need to craft something beautiful with your own hands is right here. #WeAreKnitters #SlowFashion #HandmadeJoy
• •Headline: Your Next Masterpiece Awaits. Body: From chunky sweaters to delicate shawls, discover the luxe feel of our 100% natural Peruvian wool. What will you create today? Tag us in your WAK wonders! #Knitspiration #NaturalFibers #WAKMakes
• •Headline: Stitch by Stitch, Make it Yours. Body: Knitting is more than a hobby; it's a way to express yourself. Our modern patterns and vibrant yarns are designed for your unique style. Join the WAK community and share your journey! #DIYFashion #CreativeKnitting #WeAreKnittersCommunity
• •Headline: New to Knitting? We've Got You! Body: Don't be intimidated! Our easy-to-follow kits and helpful video tutorials make learning to knit fun and rewarding. Start your knitting adventure with WAK and discover a passion that lasts. #BeginnerKnitter #LearnToKnit #WAKKits
• •Headline: Cozy Up with Sustainable Style. Body: Crafted by you, loved for years. Our commitment to slow fashion means beautiful, quality pieces made with natural, eco-friendly yarns. Feel good about what you make and wear. #SustainableKnitting #EthicalCraft #WeAreKnitters