Brand Tone

Sophisticated & Elegant, Warm & Approachable, Authentic & Passionate, Informative & Considered, Calm & Serene

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Natural & Sustainable Living
• •Comfort & Wellbeing
• •Customer Centricity
• •Simplicity & Understated Luxury

Best Practices

• •Emphasize Quality and Craftsmanship: Always highlight the premium nature of the materials (French flax linen) and the thoughtful construction of the products. Use words like 'finest,' 'expertly woven,' 'meticulously crafted.'
• •Maintain a Calm and Sophisticated Vocabulary: Choose words that evoke serenity, elegance, and comfort. Avoid overly casual slang or overly technical jargon. Think 'serene,' 'timeless,' 'understated,' 'natural,' 'breathable.'
• •Focus on the Sensory Experience and Lifestyle: Describe how the products feel, the ambiance they create, and the lifestyle they enable (e.g., restful sleep, relaxed mornings, beautiful entertaining). Use evocative language.
• •Be Authentic and Passionate: Let the genuine love for the product and its benefits shine through. Share the story and philosophy of the brand with sincerity.
• •Prioritize Clarity and Simplicity: While sophisticated, the language should remain clear, concise, and easy to understand. Avoid overly complex sentences or flowery language that might detract from the core message of quality and understated luxury. Ensure information about care and benefits is straightforward.

Social Perception

A provider of high-quality, luxurious linen products. Customers associate the brand with premium materials and excellent craftsmanship. A trustworthy and reliable company. Aesthetically pleasing and aspirational. Focused on natural and sustainable options. A brand that offers value for money, despite a premium price point.

Copy Examples

• •Indulge in the simple luxury of our 100% French Flax Linen Sheet Set. Woven for exceptional softness and breathability, these sheets promise a serene night's sleep, becoming even more supple with every wash. Embrace enduring comfort and timeless style, a gentle foundation for your sanctuary.
• •Sunlight dancing on freshly laundered linen – a quiet moment of everyday beauty. Our [Product Name] in [Color] brings a touch of natural elegance and unparalleled comfort to your space. Discover the art of slow living. #CreateEstate #LinenLove #HomeSanctuary #TimelessDesign
• •Experience the Difference: Uncompromising Quality, Naturally. At Create Estate, we believe in the enduring appeal of natural materials and thoughtful design. Explore our latest collection of linen essentials, crafted to elevate your home and enrich your daily rituals...
• •We founded Create Estate on a simple principle: to create beautiful, enduring pieces for the home that enhance everyday moments. From the finest French flax to the considered details, every element is chosen with intention, bringing you a touch of understated luxury and lasting comfort.
• •Introducing [New Color Name] – a hue inspired by [Inspiration, e.g., 'the tranquil Australian coastline' or 'the soft morning light']. Wrap yourself in this calming new shade and transform your bedroom into a haven of peace. Explore the new arrival at createestate.com.au.