Brand Tone

Heritage-focused, Warm, Quality-driven, Understated, Community-centric

Brand Values

• •Craftsmanship & Quality
• •Heritage & Tradition
• •Community
• •Authenticity
• •Timeless Design
• •Integrity & Honesty
• •Innovation (within tradition)
• •Sustainability

Best Practices

• •Embrace Storytelling: Weave the rich history and heritage of Foxford into product descriptions, social media, and marketing materials. Talk about the mill, the craftspeople, and the Irish landscape as inspiration.
• •Prioritize Warm, Evocative Language: Use words that convey comfort, quality, tradition, and authenticity. Adjectives like "soft," "luxurious," "timeless," "handcrafted," and "heritage" should be staples. Avoid overly technical or trendy jargon.
• •Maintain a Respectful and Slightly Formal, yet Friendly, Demeanor: The tone should be approachable and welcoming, but also reflect the premium nature and long-standing reputation of the brand. It's like a knowledgeable, trusted friend who appreciates fine quality.
• •Highlight Irish Roots Authentically: Refer to County Mayo, the River Moy, and Irish design inspiration. This reinforces authenticity and connects with customers who value provenance.
• •Develop a Tone of Voice Guide: Create a simple document outlining the core brand voice characteristics, key messaging points, preferred terminology (and words to avoid), and provide examples. This ensures consistency across all writers and platforms.

Social Perception

Highly Respected Heritage Brand, Synonymous with Quality, Trusted, Aspirational yet Accessible Luxury, Evokes Nostalgia & Comfort, Authentically Irish, Positive Customer Experiences

Copy Examples

• •Foxford: Weaving Ireland's Comfort Since 1892. Discover the enduring warmth of authentic Irish craftsmanship in every thread.
• •Wrap yourself in a legacy of softness. Our classic lambswool throw, woven with care in the heart of County Mayo, brings timeless elegance and unparalleled comfort to your home. A touch of heritage, crafted to be cherished for generations.
• •Creating sanctuaries since 1892. ✨ From the historic looms of our Mayo mill to the heart of your home, Foxford brings a touch of Irish warmth and timeless design. What moments of comfort are you weaving today? #FoxfordHome #IrishDesign #HeritageCraftsmanship #LuxuryWool
• •For over 130 years, the Foxford Mill has been more than just a place of work; it's the heart of a community, a testament to Irish resilience, and a beacon of artisanal skill. We continue Mother Agnes's vision: crafting beautiful, lasting pieces that bring comfort and tell a story.
• •Timeless Comfort, Woven Anew: Explore the Latest from Foxford.