Brand Tone

Sophisticated, Conscious, and Curated

Brand Values

• •Sustainability and Responsibility
• •Quality and Craftsmanship
• •Heritage and Expertise
• •Timeless Design

Best Practices

• •Lead with the "Why": Always connect the product back to the core mission of sustainability. Whether it's a product description or a social media post, the "why" (reducing waste) is as important as the "what" (a luxury cushion).
• •Use Elevated Language: Avoid generic retail terms. Instead of "On Sale," use "Ex-Display Price." Instead of "New," use "Just Added" or "New Arrivals." This maintains the sophisticated, curated tone.
• •Tell the Story of the Material: Every product has a past. Was it a remnant from a hotel project? A discontinued fabric from a famous designer? Weave this narrative into the copy to create a sense of history and exclusivity.
• •Emphasize Scarcity and Uniqueness: Use phrases like "One-of-a-kind," "Limited collection," and "A single piece" to reinforce the curated and special nature of the products, which stems directly from the upcycling process.
• •Maintain Visual and Verbal Synergy: Ensure the clean, aspirational, and high-end aesthetic of the photography is matched by the copy. The words should feel as luxurious and considered as the images look. The copy for an Instagram post should be as polished as the photo it accompanies.

Social Perception

The public perceives Altfield Home as a prestigious, high-quality brand making a genuine effort towards sustainability, offering an accessible entry point to luxury for consumers. The broader Altfield brand is highly respected among interior design professionals as a premier source for high-end, reliable products.

Copy Examples

• •Rescued from the cutting room floor, this exquisite fabric was too beautiful to waste. Now, it has been reborn as a statement cushion, handcrafted to bring a touch of curated luxury and conscious design into your home. A single piece, a singular story. #AltfieldHome #SustainableLuxury #UpcycledDesign
• •For 40 years, Altfield has been the curator of the world's finest interior textiles. But luxury must evolve. Altfield Home is our commitment to that evolution. We transform our most beautiful remnants and ex-display treasures into unique home accessories. It 's design with a conscience, ensuring every thread finds a home.
• •This week, discover a collection born from beautiful beginnings. We have given new life to a curated selection of discontinued silk fabrics from renowned design houses. These one-of-a-kind cushion covers are a testament to timeless design and sustainable craftsmanship. Shop the story before they're gone.
• •Your home should be a reflection of your values. At Altfield Home, we craft our luxury accessories from upcycled textiles sourced from the world of high-end interior design. Indulge in exceptional quality, knowing you 've made a choice that 's beautiful inside and out.
• •Discover unique, ex-display cushions crafted from the world's most luxurious fabrics —now consciously upcycled for a second life of style.