Brand Tone

Natural, Traditional, and Conscientious

Brand Values

• •Sustainability and Natural Materials
• •Estonian Heritage and Craftsmanship
• •Ethical, Local Production
• •Durability and Longevity
• •Authenticity and Storytelling

Best Practices

• •Lead with Materials and Heritage: Always connect the product back to its core elements: the natural materials (wool, linen) and its Estonian roots. Use words like "pure," "natural," "heritage," "tradition," and "craftsmanship" frequently.
• •Emphasize "Made in Estonia": Consistently mention that the products are made locally in your family-owned factory. This reinforces values of ethics, quality, and authenticity, which are strong selling points for your target audience.
• •Tell the Story, Not Just the Features: Instead of just saying a sweater is warm, explain *why* it's warm (e.g., "made from pure country wool, famous for its unique performance in retaining warmth"). Frame products as part of a larger narrative.
• •Use a Calm and Confident Voice: The tone should be assured and serene, not loud or salesy. It should reflect the natural, calm aesthetic of the brand. Avoid excessive exclamation points or urgent calls-to-action. The copy should feel as comfortable and timeless as the clothes themselves.
• •Educate Your Customer: Reinforce the "buy-it-for-life" value by educating customers on sustainability and product care. Writing blog posts or social media content about the benefits of wool or how to care for linen positions the brand as a knowledgeable and trustworthy expert in its field.

Social Perception

Perceived as a high-quality, trustworthy brand that delivers on its promises, evidenced by positive customer feedback, its association with "Natural Style," and its niche as a respected provider of sustainable, natural fiber clothing.

Copy Examples

• •Woven with Estonian Soul. Crafted for a Lifetime. Discover our 100% natural wool and linen collections, made with care in our Tallinn factory.
• •Find warmth in tradition. Our Kõpu hoodie, knitted from pure country wool, carries the story of Estonian craftsmanship in every thread. It M-^TMs more than a sweater; it M-^TMs a piece of heritage designed to journey with you through every season. #FolcEstonia #SustainableFashion #Wool #MadeInEstonia
• •Effortless, breathable, and pure. Our Luke scarf is crafted from 100% high-quality linen, a material celebrated for its cooling comfort and timeless texture. Ethically produced and naturally beautiful, it's the perfect conscious accessory for any weather. A simple choice for you, a gentle choice for the planet.
• •We don't just make clothes. We weave stories. From the sustainable fibers sourced from our trusted partners to the experienced hands of our artisans in Tallinn, every FOLC piece has a soul. We believe in the 'buy-it-for-life' philosophy M-^TMatcreating garments that honor our traditions and protect our future.
• •Stay Warm, Naturally | Our New Wool Arrivals Are Here