Brooklyn Tweed’s Imbue line offered a luxurious take on American-made yarns, blending fine Merino wool with the rich, complex colorways the brand is known for to appeal to crafters who prefer a softer hand.

To spotlight Imbue’s distinctive color story, we centered the concept of “painterly heathers” – nuanced, multi-dimensional shades achieved by artfully blending solid hues of fleece-dyed wool. Our campaign included product storytelling, newsletters, and visual assets that highlighted the yarn’s depth, versatility, and sophisticated appeal.

Strategic influencer partnerships added momentum to the launch, generating excitement and expanding the product’s reach to new audiences.