Brand Tone

The brand's tone of voice is predominantly personal and approachable, creative and evocative, passionate and enthusiastic, and quality-focused. It feels less like a corporation and more like an artist sharing her passion, using imaginative and descriptive language, conveying a genuine love for the craft, and emphasizing high quality with a confident and knowledgeable approach.

Brand Values

• •Artisanal Craftsmanship
• •Creativity and Inspiration
• •Quality and Ethics
• •Community
• •Authenticity

Best Practices

• •Tell the Story: Never just list features. Always tell the story behind the colorway—what inspired it? What mood does it evoke? This infuses the product with personality and value.
• •Write as "I": Maintain the personal, one-person-shop voice. Use "I" (referring to Dominique, the dyer) to talk about the creative process, new ideas, and shop updates. This reinforces the brand's authenticity.
• •Use Sensory and Evocative Language: Describe the yarn with words that appeal to touch, sight, and emotion. Use terms like "squishy," "soft," "vibrant," "dreamy," "cozy," and "luxurious" to help the customer imagine the finished object.
• •Engage the Community with Questions: Foster interaction by asking your audience questions in your copy. For example, "What would you knit with this color?" or "What's on your needles this weekend?" This builds community and makes followers feel involved.
• •Create a "Keyword" Lexicon: Identify a set of words that are quintessentially "Wollominoes" (e.g., magic, dream, inspire, create, journey, story) and use them consistently across all platforms to create a cohesive and recognizable brand voice.

Social Perception

The public and customer perception of Wollominoes is overwhelmingly positive. The brand is viewed as a high-quality indie dyer, an artist/creator (Dominique is perceived not just as a shop owner, but as an artist), inspirational (vibrant and unique color combinations are a primary driver), and trustworthy and personable.

Copy Examples

• •Meet 'Autumn Bonfire' 🔥 I’ve been dreaming of this colorway for weeks! It’s a dance of crackling orange, deep merlot, and a whisper of smoky grey on my cozy merino base. I can just imagine it as a warm pair of socks for a walk through crunchy leaves. Now available in the shop—I can't wait to see what you create with it! #Wollominoes #HandDyedYarn #IndieDyer #Knitspiration
• •Colorway: Neptune's Depths A deep and mysterious journey into the blue. 'Neptune's Depths' shifts from a rich, dark navy into stunning pools of vibrant teal and aqua, with speckles of seafoam green. Each skein is a unique underwater world. Hand-dyed on our sumptuously soft Merino/Silk base, this yarn has a beautiful drape and a subtle sheen, perfect for a luxurious shawl or a statement sweater. Let the current of creativity pull you in.
• •✨ A peek behind the dye pots & a little surprise for you...
• •Dreaming in color. 🌈 Our hand-dyed yarns are crafted in small batches to bring your knitting projects to life. From soft pastels to vibrant speckles, find the skein that tells your story. #Knitting #Handmade #YarnLove #IndieYarn
• •(Video showing a skein of yarn slowly twisting) Text Overlay: Tired of the same old yarn? Your projects deserve a splash of magic. Discover Wollominoes: Artisan, hand-dyed yarn to inspire your next creation. Swipe up to explore the collection.