The design is already printed on the fabric: you follow the printed lines with a handful of traditional stitches, keeping the rabbit's face light and airy and filling the flower crown with satin stitch. The printed lines wash out, so no marks are left around the embroidery.
The hoop shown in the photo is not included: a hoop or embroidery frame is worth having to keep the fabric taut while you work. The piece of fabric leaves enough margin to make up a 45 cm cushion or to stretch the work over a large hoop and hang it; before mounting, a gentle wash and pressing on the wrong side are all it needs.