Brand Tone

Nostalgic, Heartfelt, and Authentic

Brand Values

• •Craftsmanship & Quality
• •Sustainability & Resourcefulness
• •Heritage & Connection
• •Family & Legacy

Best Practices

• •Lead with the "Why," Not Just the "What": Always connect the product back to the brand's story. Instead of saying "New Quilt for Sale," say "A New Quilt Inspired by Newfoundland Mornings."
• •Use Sensory and Emotive Language: Words like "heartfelt," "heritage," "comfort," "purposeful," "story," and "nostalgic" should be woven into the copy to reinforce the brand's tone.
• •Emphasize the Handmade Process: Regularly use phrases like "small batch," "crafted by hand," "one-of-a-kind," and "individually sewn" to highlight the value of craftsmanship.
• •Show, Don't Just Tell, the Connection to Place: Continue to feature Newfoundland's landscapes and the Quidi Vidi Village studio in visuals and copy to ground the brand in its authentic setting.
• •Maintain a Personal and Human Voice: Write as Lori, the founder, would speak. Use "I" and "we" to maintain a direct, heartfelt connection with the audience, making them feel like part of the Wooly Tops family.

Social Perception

Wooly Tops is perceived as a premium, artisanal brand for consumers seeking unique, story-rich home goods.

Copy Examples

• •Wrap yourself in a story. Our Willum quilts aren't just handmade; they're a patchwork of memories, crafted slowly and purposefully in our Newfoundland studio. Bringing the comfort of home, to your home.
• •From Our Family's Dreams to Your Family's Cuddles. Discover the Kindred Collection, featuring whimsical prints designed by a daughter's imagination.
• •More than a blanket. It's a piece of heritage. At Wooly Tops, we use natural fibers and time-honored skills to create one-of-a-kind treasures. Made by hand, with heart, in Newfoundland.
• •Each square tells a tale. Hand-cut and individually sewn, this cushion is crafted from soft, natural fibers and remnants of past projects, ensuring no two are ever exactly alike. A truly unique piece of comfort, made with purpose.
• •A Story in Every Stitch ✨