Brand Tone

enthusiastic, community-focused, and inspiring

Brand Values

• •Quality and Diversity
• •Creativity and Passion
• •Community and Connection
• •Customer-Centricity and Service

Best Practices

• •Lead with Positivity and Enthusiasm: Always use upbeat and encouraging language. Incorporate words like "wonderful," "joy," "paradise," "beautiful," and "inspire" to reflect the brand's core optimistic tone.
• •Foster Community in Your Copy: Frame your messages as a conversation with a community of friends. Use inclusive language like "we," "us," and "together." Ask questions to encourage engagement and regularly feature customer projects (with permission) to make them feel seen and valued.
• •Sell the Experience, Not Just the Product: Focus on the benefits beyond the physical item. Talk about the relaxation of knitting, the pride of a finished project, or the joy of giving a handmade gift. Tell the story of what your wool can become.
• •Be an Inspiring Guide: Position the brand as a helpful and knowledgeable friend. Share tips, "how-to" content, and creative ideas freely. Whether it's a blog post on choosing the right needle or a short video tutorial, this builds trust and reinforces your value.
• •Maintain a Consistent Voice Across All Channels: Ensure the warm, inspiring, and community-focused tone is present everywhere from the automated order confirmation email to Instagram captions and product descriptions. Create a simple brand voice guide for anyone writing on behalf of the company.

Social Perception

The public perception of WUNDERBAR! - wollig & kreativ is highly positive, viewed as a reliable and inspiring resource for crafters, characterized by a positive online presence, helpful and competent customer service, and success in cultivating a loyal local and online community.

Copy Examples

• •✨ Just landed in our creative paradise! ✨ Meet the new Merino Dream collection. Unbelievably soft, a joy to work with, and the colors are simply wonderful! What story will you tell with these threads? Grab your dream skein before it’s gone! #WunderbarWolle #Knitspiration #CreativeYarn #NewIn
• •Headline: Create Socks with Soul. Body: Step into comfort and creativity with our Classic Sock Yarn. Durable enough for daily wear, yet soft enough for the most sensitive feet. With a stunning palette of self-striping colors, every stitch is a delightful surprise. Perfect for knitting a hug for your feet or a heartfelt, handmade gift. Your next wonderful project starts here.
• •A little box of wonderful is heading your way! 🧶✨
• •Headline: Learn, Laugh, and Create With Us! Body: Ready to start your crochet journey? Join our Beginners' Crochet Workshop at our Mühlhausen store! We'll provide the cozy atmosphere, the expert guidance, and of course, the wonderful wool. Leave with a new skill and new friends. Spaces are limited book your spot and let's make something beautiful together!
• •Your Creative Spree Starts Now! ☀️ Get 20% off all summer yarns and let the inspiration flow. Time to make something wonderful!