Darn Good Yarn
Brand Guidelines (Quick Reference)
Brand Essence
Darn Good Yarn exists to create beautiful, handmade products that do good. Every piece tells a story of sustainability, craftsmanship, and empowerment. Our brand is warm, inclusive, ethical, and creatively joyful — never mass-produced or disposable.
Brand Voice & Tone
Do
Warm, conversational, and encouraging
Authentic and human
Empowering and positive
Curious, creative, and values-driven
Avoid
Corporate or overly salesy language
Trend-chasing slang that doesn’t feel genuine
Hard pressure or “buy now or else” messaging
Think: friendly craft bestie, not big box retailer.
Core Brand Pillars
Creators should naturally reflect at least one of these when possible:
Handmade & Artisan-Made – Each item is crafted by hand, not factory-perfect
Sustainable & Ethical – Recycled sari silk, fair wages, low-waste practices
Empowerment – Supporting women artisans and creative self-expression
Creative Joy – Crafting as self-care, not perfection
Visual Style
Preferred
Natural lighting
Cozy, creative, lived-in spaces
In-hand shots, works-in-progress, or real-life use
Textures: yarn, wood, fabric, tools
Avoid
Over-filtered or heavily staged content
AI-generated imagery
Ultra-polished studio shots that remove the handmade feel
Imperfection is part of the beauty.
Product Representation
Show products as they are — color variation is expected and encouraged
Avoid language implying uniformity or mass production
It’s okay (and good!) to mention that no two items are exactly alike
Approved phrasing examples:
“Each piece is one of a kind”
“Naturally varied colors and textures”
“Handmade from recycled sari silk”
Language to Use / Avoid
Use
Handmade
Artisan-made
Recycled sari silk
Ethically sourced
One-of-a-kind
Avoid
Factory-made
Perfect / flawless
Exact color matches
Mass-produced
Hashtags & Mentions
When applicable:
#DarnGoodYarn
Always tag @DarnGoodYarn when posting on social platforms.
Values Alignment
We proudly support:
Ethical labor
Sustainability
Inclusivity
Creative mental wellness
Content should never promote hate, discrimination, or misinformation, or conflict with these values.
When in Doubt
If you’re unsure how to present something:
Be honest
Be human
Be kind
Highlight the story, not just the product
That’s always on brand for Darn Good Yarn.
