Brand Tone

Poetic, Romantic, and Serene

Brand Values

• •Craftsmanship and Artistry
• •Sustainability and Consciousness
• •Authenticity and Trust
• •Connection and Family
• •Comfort and Well-being

Best Practices

• •Lead with Emotion, Not Just Product: Always frame the copy around feelings of comfort, romance, and tranquility. Use poetic and evocative language to tell a story. Instead of "Buy our linen sheets," try "Invite a love story into your bedroom."
• •Weave in the Value of Craftsmanship: Consistently mention the "artisan hands," "hand-stitched details," and the "poetry" of the creation process. This reinforces the premium quality and justifies the price point.
• •Emphasize Sustainability as an Act of Care: Connect the use of sustainable and certified materials to the brand’s core value of care—care for the planet and care for the customer's well-being.
• •Use the Language of Connection: Incorporate words like "embrace," "sanctuary," "family," and "story" to build a sense of community and belonging around the brand. This transforms a transaction into a relationship.
• •Maintain a Serene and Gentle Voice: The tone should always be soft, intimate, and reassuring. Avoid aggressive sales language, loud calls to action, or trend-focused jargon. The brand’s confidence comes from its quiet, authentic elegance.

Social Perception

Iraira is perceived as a premium, high-quality brand offering a luxurious, story-driven experience rooted in sustainability and authenticity. Customers see its products as "heirlooms in the making" and connect with its trustworthy, family-oriented narrative.

Copy Examples

• •Where Dreams Are Woven in Linen. Each night, surrender to more than just sheets. Surrender to a story. Our European flax linen, crafted by artisan hands, is a love letter to comfort, waiting to be part of your tale. Welcome to the embrace of Iraira.
• •The Softest Touch, The Kindest Choice. True luxury is found in the choices we make. Our Oeko-Tex certified linens are crafted with a gentle touch for your skin and a deep respect for our planet. Sleep peacefully, knowing you’ve chosen beauty and sustainability in one.
• •From Our Family to Yours. Iraira began as a dream to bring warmth and connection into the home. As a family-owned brand from Aotearoa, we pour our heart into every stitch, hoping each piece becomes a cherished part of your own family’s story. That’s our promise of *whanaungatanga*.
• •A Whisper of Elegance. The Rustle of Romance. It’s in the quiet moments that we find true beauty. The gentle drape of our Milos dress, the soft rustle of a well-loved quilt. Our pieces are designed to be silent storytellers in the poetry of your everyday life.
• •Heirlooms for a Modern Life. In a world that moves too fast, we believe in the beauty of slowing down. Our hand-stitched quilts are made to last, growing softer with every use, becoming a timeless heirloom that holds the warmth of memories yet to be made.