Brand Tone

Conscious and educational, personal and passionate, elegant and aspirational.

Brand Values

• •Sustainability
• •Craftsmanship and Quality
• •Timelessness
• •Personal Connection

Best Practices

• •Lead with Values: Start with the "why" behind the product. Always connect the item back to the core values of sustainability, craftsmanship, or natural living. Instead of just "Linen Napkins," use "Mindfully Sourced Linen Napkins for Conscious Gatherings."
• •Use Sensory and Emotive Language: Describe the feel and effect of the products. Use words like "soft," "breathable," "grounding," "calm," and "serene" to evoke the tactile experience and the emotional benefit of using natural materials.
• •Maintain a Personal, Human Tone: Write as the founders, Agi & Alicia. Use "we" and "our" to reinforce that the products are made by real people. Share behind-the-scenes content and stories to maintain the authentic, mother-daughter business feel.
• •Educate, Don't Just Sell: Consistently include educational snippets about the benefits of linen and sustainable practices, as seen on the "Linen Story" page. This builds authority and trust with consumers who are actively seeking ethical products.
• •Emphasize "Handmade to Order": Frame the longer lead times as a positive feature, not a drawback. Use phrases like, "Thoughtfully handmade just for you to prevent waste," to manage expectations while reinforcing the brand’s commitment to sustainability.

Social Perception

Trusted and high-quality, authentic and personal, niche and ethical choice.

Copy Examples

• •From the flax field to your home. Each of our linen pieces is a celebration of nature—breathable, sustainable, and designed to last a lifetime. Wrap your home in the comfort of conscious living. #avlen #NaturalHome #LinenLove #SustainableStyle
• •The Art of Slow Living. Beautifully crafted, handmade linen homewares for a more conscious home. Discover timeless pieces, made just for you.
• •Bring nature indoors | New arrivals in earthy tones
• •Tired of throwaway homewares? At Avlen, we handcraft timeless linen pieces, from curtains to cushions, right here in our Kent workshop. Sustainable materials, exceptional quality. Shop our collection and invest in a healthier, more beautiful home.
• •Keep your artisan loaf fresh the natural way. Our Oeko-Tex certified linen bread bag is not only a beautiful addition to your kitchen counter but also naturally antibacterial and breathable, creating the perfect environment for your bread. Say goodbye to plastic and hello to sustainable freshness.