Brand Tone

Aspirational & Luxurious yet Accessible, Warm & Friendly, Authentic & Passionate, Relaxed & Effortless, Conscious & Informative

Brand Values

• •Quality & Craftsmanship
• •Sustainability & Eco-consciousness
• •Comfort & Well-being
• •Timeless Style & Aesthetics
• •Customer Connection & Accessibility

Best Practices

• •Emphasize Sensory Language: Use words that evoke the feeling of the linen – "soft," "gentle," "breathable," "cozy," "cool," "inviting" – to connect with the desire for comfort.
• •Highlight the "Why": Go beyond product features. Talk about the *feeling* of good sleep, the peace of a well-styled home, and the satisfaction of making a sustainable choice. Connect to the values of well-being and conscious living.
• •Maintain a Warm, Inclusive Voice: Write as if you're talking to a friend who shares a passion for beautiful, comfortable living. Use inviting language and address the customer directly. Reflect the founders' approachable style.
• •Weave in Sustainability Naturally: Integrate messages about eco-friendly practices and ethical sourcing as inherent benefits of the product, rather than just a checklist item. Explain the positive impact in simple, relatable terms.
• •Show, Don't Just Tell, the Luxury: While the product is luxurious, the tone should remain accessible. Focus on the *experience* of luxury – the "best night's sleep," the "effortlessly chic" look, the "simple pleasures" – rather than overly opulent or exclusive language.

Social Perception

High-Quality & Luxurious, Sustainable & Ethical, Stylish & Aspirational, Trustworthy & Authentic, Investment in Well-being

Copy Examples

• •Headline: Sink into Softness. Sleep in Nature. Body: Discover the unparalleled comfort of our 100% French linen, sustainably grown and softened with volcanic stones. Create your sanctuary, one beautiful night at a time. #CarlottaAndGee #LinenLove #SustainableLuxury
• •Headline: Your Dream Bed Awaits. Body: Mix, match, and marvel at our palette of earthy tones. Crafted from the finest French flax, our linen isn't just bedding; it's an invitation to rest deeply and live beautifully. What colors are you dreaming of? #HomeComfort #LinenBedding #EffortlessStyle
• •Headline: Kind to You, Kind to the Planet. Body: Experience the gentle touch of OEKO-TEX certified linen. Our eco-conscious process, from French flax fields to your bedroom, ensures luxury that doesn't cost the Earth. Sleep soundly, knowing you've chosen well. #SustainableLiving #EcoFriendlyHome #CarlottaAndGeeValues
• •Headline: The Art of Slow Living, Perfected. Body: Embrace the beauty of imperfection with our naturally wrinkled, exquisitely soft linen. Designed for years of comfort, our pieces are a simple luxury for your everyday rituals. Because life’s too short for anything less than blissful. #SlowFashionHome #InvestmentPiece #DailyLuxury
• •Headline: From Byron Bay Inspiration to Your Bedroom Haven. Body: Born from a love for serene sleep and beautiful spaces, Carlotta+Gee brings you linen that transforms your bed into your favorite escape. Join our community and feel the difference pure French linen makes. #BrandStory #SleepSanctuary #CarlottaAndGee