Brand Tone

Passionate and Artistic

Brand Values

• •Passion
• •Artisanal Quality
• •Individuality and Creativity
• •Community
• •Sophistication

Best Practices

• •Use Evocative Language: Always describe products with sensory and emotional words. Instead of "blue yarn," use "a stormy sky captured in Merino." Connect colors to feelings, places, and memories.
• •Speak from a Place of Passion: Frame your communication as one enthusiast speaking to another. Use "we" and "us" to create a sense of shared community. Let the love for the craft shine through in every post and description.
• •Highlight the 'Handmade' Story: Consistently remind your audience that each skein is a unique, hand-dyed work of art. Phrases like "no two are alike," "dyed in small batches," and "the artist's touch" reinforce the brand's core value.
• •Focus on Inspiration, Not Just Sales: Your content should inspire creativity. Ask questions like, "What does this color make you dream of knitting?" or "Show us how our yarn becomes your art." This fosters engagement and positions the brand as a creative partner.
• •Maintain a Sophisticated Aesthetic: Ensure that your visuals (photography, website design) and language are clean, artistic, and sophisticated. This should match the quality and price point of the products and appeal to a discerning customer. Avoid overly casual slang or generic sales jargon.

Social Perception

Wollblut is perceived by its target audience as a genuine and dedicated supplier for serious crafters. Customers likely see the brand as an "insider's choice," run by someone who is a true "Wollblut" themself—a passionate expert. The brand isn’t about mass-produced, generic materials; it’s about providing something special for projects that matter. This creates a perception of exclusivity and authenticity, where the value lies in the story, the quality, and the unique color of each skein. The brand is for those who believe knitting is more than a hobby; it's an art form.

Copy Examples

• •This is Rosenholz. Not just a color, but a memory of antique wood and faded petals. Each hand-dyed skein tells its own story, ready to be woven into yours. For projects that carry heart in every stitch.
• •Some see yarn. We see canvases of pure Merino, waiting for color. This is the magic before the making—where passion becomes pigment. What will you create with it? #Wollblut #HandgefärbteWolle #KnittersOfInstagram
• •Wollblut was born from a simple, powerful feeling: that fiber runs in our veins. We are more than a shop; we are a testament to the art of hand-dyeing. We believe every crafter deserves materials as passionate and unique as their creativity.
• •Fuel your passion. Our new 'Tiefsee' (Deep Sea) collection has just surfaced, featuring shades pulled from the mysterious depths of the ocean. Dive in and discover the color story for your next masterpiece. Limited batches available.
• •Your hands know the difference. The give of the fiber, the depth of the color. This is not just wool. This is Wollblut. Experience yarn created with soul, for projects that have one.