Brand Tone

Elegant & Luxurious, Timeless & Classic, Comfort-Oriented & Inviting, Aspirational yet Accessible, Helpful & Inspirational

Brand Values

• •Quality Craftsmanship
• •Timeless Design & Heritage
• •Customer Satisfaction & Home Transformation
• •Innovation within Tradition
• •Attention to Detail

Best Practices

• •Develop a Comprehensive Brand Style Guide: Document the brand's voice, tone (elegant, timeless, inviting, aspirational yet accessible), approved vocabulary (e.g., 'sanctuary,' 'opulence,' 'heritage,' 'crafted'), and a list of words to avoid.
• •Emphasize Sensory Language and Detail: Use descriptive words that appeal to touch (e.g., 'soft chenille,' 'smooth Egyptian cotton,' 'rich texture') and sight (e.g., 'shimmering hues,' 'intricate jacquard,' 'classic medallion details') to convey luxury and quality.
• •Weave in Heritage and Timelessness: Subtly remind the audience of Croscill's long-standing history and commitment to designs that transcend fleeting trends. Use phrases like 'a legacy of quality,' 'inspired by timeless patterns,' or 'modern interpretations of classic elegance.'
• •Focus on the Emotional Benefit: Connect product features to the feelings they evoke – comfort, relaxation, pride in one's home, creating a personal sanctuary. Frame products as investments in well-being and personal expression.
• •Maintain Consistency Across All Channels: Ensure the brand voice is consistent from website copy and product descriptions to social media captions, email marketing, and customer service interactions. Regular training and review of marketing materials can help enforce this.

Social Perception

Positive Reputation for Quality & Luxury, Trusted Brand with History, Aesthetic Appeal, Good Value for the Price (Often), Occasional Inconsistencies

Copy Examples

• •Headline (Website Banner/Social Media Ad): 'Crafting Your Comfort, Weaving Your Dreams. Discover the Croscill Difference.' Body: Since 1946, Croscill has been dedicated to transforming houses into homes with exquisitely designed textiles. Experience the embrace of affordable luxury and timeless style.
• •Product Description (Comforter Set): 'Indulge in a nightly retreat with our [Product Name] Comforter Set. Rich chenille jacquard interweaves with intricate [pattern type, e.g., damask] motifs, creating a sanctuary of texture and opulence. Timeless elegance, designed for modern comfort.'
• •Social Media Post (Instagram/Facebook): 'Elevate your everyday. ✨ Our [Collection Name] window treatments frame your world with grace and sophistication. Let the light dance through fabrics designed to inspire. #CroscillHome #LuxuryForLiving #TimelessDesign'
• •Email Subject Line: 'An Invitation to Unrivaled Comfort & Style from Croscill.' Email Body Snippet: Wrap yourself in the heritage of quality. For over 75 years, Croscill has brought enduring beauty and exceptional craftsmanship to discerning homes. Explore our latest arrivals and rediscover the art of living well.
• •Promotional Copy: 'Create Your Dream Oasis. For a limited time, enjoy [Discount]% off all Croscill bedding collections. Experience the luxurious touch and timeless appeal that defines every Croscill piece. Your sanctuary awaits.'