Brand Tone

Passionate and Enthusiastic, Community-focused and Inclusive, Authentic and Personal, Inspiring and Creative

Brand Values

• •Quality and Craftsmanship
• •Creativity and Self-Expression
• •Community
• •Passion
• •Joy and Coziness (Gemütlichkeit)

Best Practices

• •Lead with Passion: Always use language that reflects a genuine love for knitting and color. Words like "passion," "love," "joy," and "inspiration" should be staples in the brand's vocabulary.
• •Center the Community: Regularly feature customer projects. Use inclusive language like "we," "our community," and "fellow knitters." Actively ask questions in captions to encourage interaction.
• •Tell the Story Behind the Yarn: Don't just sell a product; sell the inspiration. Share what inspired a colorway or the unique properties of a particular fiber. This adds value and reinforces the brand's artisanal nature.
• •Maintain an Authentic, Personal Voice: Write as Silke, the founder, would speak. Keep the tone friendly, approachable, and down-to-earth. Avoid overly corporate or formal language.
• •Focus on the "Why": The copy should focus on the feeling and experience of knitting with wollengold yarn—the joy of creating, the pride in a finished object, the coziness of a hand-knitted item. The benefit is not just the yarn, but the creative fulfillment it brings.

Social Perception

The public and customers perceive 'wollengold' as a premium, yet approachable, indie yarn dyer. It is seen as a reliable and high-quality source for unique and beautiful yarns that can't be found in mass-market stores. The brand is highly respected within the German-speaking knitting community for its vibrant colors and the sense of community it fosters. The personal story of the founder adds a layer of authenticity that customers appreciate, making them feel like they are supporting a small, passion-driven business.

Copy Examples

• •Dive into the deep blues of our new 'Ocean Jasper' collection! 🌊 Hand-dyed with passion, each skein tells a story of swirling seas and hidden treasures. We can't wait to see the magic you'll knit with it. What will be your first project? #wollengold #HandDyedYarn #Knitspiration
• •Look at this absolutely stunning sweater knitted by the talented @[customer_handle] using our 'Autumn Bonfire' yarn! The way the colors melt together is just breathtaking. Thank you for sharing your incredible work with our community! ✨ Share your projects using #wollengold to be featured next!
• •Color Your World. Knit Your Joy. Discover our vibrant collections of hand-dyed yarns and find the perfect inspiration for your next masterpiece.
• •A little box of happiness is on its way... 💌 Shop Update is LIVE!
• •The mesmerizing swirl of our next yarn color. ✨ What should we name this one? #YarnDyeing #OddlySatisfying #Wollengold #Crafting