Brand Tone

Friendly and Welcoming, Passionate and Enthusiastic, Community-Focused and Inclusive, Supportive and Nurturing, Knowledgeable and Informative

Brand Values

• •Community
• •Quality
• •Local Support
• •Creativity and Learning
• •Well-being
• •Sustainability/Ethical Sourcing
• •Inclusivity

Best Practices

• •Always Prioritize "Community": Frame messages around togetherness, shared passion, and mutual support. Use inclusive language like "we," "us," "together."
• •Be Genuinely Enthusiastic and Passionate: Let the love for fibre arts, quality materials, and the local area shine through. Use positive and descriptive adjectives.
• •Keep it Friendly and Approachable: Write as if you're talking to a friend or a welcome visitor in the shop. Avoid overly formal or technical jargon unless explaining a specific technique in a tutorial.
• •Highlight Local and Ethical Values: Regularly mention the support for British yarns, local dyers/artisans, and sustainable/natural fibre choices. This reinforces core brand principles.
• •Focus on the "Why" Not Just the "What": Explain the benefits beyond the product – the joy of creating, the relaxation of crafting, the connection with others, the support for local enterprise. Emphasize the experience and the feeling the brand evokes.

Social Perception

Wool on the Exe is highly regarded by its customers and the local community. It's seen as more than just a shop; it's a vital community hub and a fibre arts space. Customers perceive it as a welcoming, friendly, and supportive environment. The staff are viewed as knowledgeable, passionate, and genuinely caring. The commitment to British yarns, natural fibres, and local artisans is well-recognized and appreciated. Their not-for-profit model and community initiatives garner respect and admiration. Workshops are considered high quality and inspiring.

Copy Examples

• •Look what’s just landed in our cosy corner of Exeter! 😍 This stunning hand-dyed [Yarn Name] from [Local Dyer Name] is bursting with [Colour Description] and is whispering tales of snuggly shawls and happy stitches. Made with love from 100% British [Fibre Type], it’s a dream to work with. Pop in and feel the softness for yourself – we’re brewing the tea! #WoolOnTheExe #ExeterYarnShop #BritishWool #IndieDyer #NaturalFibres #KnitLocal #CrochetLove #NewYarn
• •Ready to dive into the wonderful world of [Workshop Topic, e.g., Fair Isle Knitting]? 🧶 Join our friendly workshop on [Date] at [Time] and let our brilliant tutor, [Tutor's Name], guide you step-by-step. Whether you're a curious beginner or looking to refresh your skills, you'll leave with new knowledge and a smile! Spaces are limited for that personal touch. Book your spot via the link in our bio and let’s create something beautiful together! #WoolOnTheExeWorkshops #LearnToKnit #ExeterCrafts #CommunityCrafting #FibreArts
• •At Wool on the Exe, every skein tells a story, and some of our favourites are the ones woven into our community. Our 'Knit-Stop' groups aren't just about yarn and needles; they're about connection, laughter, and the quiet joy of making something together. We believe in the power of craft to brighten days and build friendships, stitch by stitch. Learn more about how you can get involved or support our local initiatives. [Link to Community Page] #CommunityLove #ExeterTogether #CraftForWellbeing
• •This month, we’re shining a spotlight on the incredible talent of [Artisan's Name], the creative hands behind these beautiful [Product, e.g., project bags] you’ve been admiring in the shop! Crafted with passion right here in Devon, each piece is unique. Supporting local makers is at the heart of what we do, and we’re so proud to share their artistry with you. Come and find your new favourite! #SupportLocal #DevonMakers #HandmadeWithLove #WoolOnTheExeFinds
• •Happy [Day of the week], lovely fibre folk! What creative magic is on your needles or hooks this week? We’d love to see your works-in-progress or hear about your dream projects! Share in the comments below – let’s inspire each other! 👇 #WIPWednesday (or relevant day) #CraftCommunity #KnittersOfInstagram #CrochetersOfInstagram #WoolOnTheExeFamily #ShareYourMakes